Gov Ball Music Festival Drives 10x ROAS

The promotional team at Founders Entertainment wanted to generate ticket sales for Governors Ball, a three-day, multi-stage music festival in NYC. By using Programmatic Direct Mail® as a complement to its other marketing channels, the team was able to connect with millennials and drive offline engagement during the height of festival season.
Contact Us
Scroll down

Objective

Drive new customer acquisition and increase ticket sales for the 2018 Governors Ball Music Festival.

Strategy

Founders Entertainment generated a sizable amount of website visitors interested in attending the festival. They used Programmatic Direct Mail to transform that real-time online intent in to dynamically rendered, personalized direct mail. Gov Ball made a strong impact with an eye-catching Programmatic Postcard® that felt personal, engaging, and exclusive. This was an effective strategy because 87% of millennials enjoy receiving direct mail*. To improve campaign efficiency and avoid waste, PebblePost® only targeted consumers living in the tri-state area, and negatively targeted existing ticket holders who returned to the site for line-up announcements and transport details.

*USPS, Still Relevant: A Look at How Millennials Respond to Direct Mail, 2016

Results

Founders Entertainment used PebblePost’s Transaction Match solution to track and verify conversions across devices. Results show that PebblePost generated a 10.5x ROAS — crushing the campaign objective by 2.5x.

Programmatic Direct Mail is an effective tool for reaching millennials, a key target for Gov Ball. We see this as a powerful solution for live entertainment and festival promotion, and we’re excited to continue leveraging this new channel for future events.
Tom Russell
Partner, Founders Entertainment
10.5x
ROAS
2.5x the campaign objective
Case Studies
Parachute Wins New Customers with Programmatic Direct Mail
Parachute reconnected with website prospects in a highly relevant and respectful way with longer-lasting Programmatic Direct Mail® at home.
Read the Case Study >
SCOTTeVEST Keeps Programmatic Direct Mail in its Back Pocket
The brand reconnected with qualified website prospects based on real-time online intent signals. Each Programmatic Postcard® included a unique offer code to incentivize shoppers to return to the site to purchase.
Read the Case Study >
Gov Ball Music Festival Drives 10x ROAS
Today’s consumers have more live entertainment options than ever before. With so much competition for share of wallet, marketers must find new ways to stand out from the crowd.
Read the Case Study >
3 Day Blinds Takes Great Marketing Home
3 Day Blinds used the Programmatic Direct Mail® platform to deliver relevant content, messaging, and discount offers to website prospects (aka new customers) based on real-time online intent data.
Read the Case Study >
Subscribe to our blog.