Jersey Boys 360 Campaign
CHALLENGE: The musical Jersey Boys has been seen by more than twelve million people worldwide, grossed over one billion dollars and has one of the highest repeat performance records in Broadway history. We needed to collect data to learn about our audience. But how? Nearly 90% of ticket sales came from third-party vendors charging a premium for data. SOLUTION: Capture data via an online destination so fans could relive the fun, share the magic with friends, receive free gifts, and enter a contest to win tickets to see the show anywhere in the world. To get fans to our site, we placed ads in their playbills and in kiosks and posters along the streets in the vicinity of the theater. RESULTS: More than 11,000 fans visited the JBVIPS.com website within the first 30 days after the launch. Nearly 80% of them completed a 17 question survey.