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


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


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
2.5x the campaign objective
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