ALL THE WAY IT'S ONLY A PLAY MATILDA ONCE THE MUSICAL ROYAL OPERA HOUSE

The Magic of Digital Media

A recalibrated digital campaign increases sales exponentially—turning a musical hit into a Broadway mainstay.

• Campaign Objectives •

At AKA we are always asking what we can do better. At the beginning of 2014, our digital team looked into how we could enhance impressions and increase overall ROI for the hit musical MATILDA.

• EXECUTION •

• EXECUTION •

Targeted theatergoers by how they behaved online, instead of only buying media on sites we knew they visited. Once a person exhibited online behavior consistent with a theatergoer, we advertised to them on a variety of sites—not just theater sites.
Focused on diversely targeted digital campaigns, ones including behavior modeling/targeting, buyer profile targeting, tourism profile targeting and second screen retargeting.
29Mmore impressions in
2014 than all of 2013
519%ROI Increase
from 2013
80%Increase in
Revenue
20%Wrap Impact
From Digital Media

• RESULTS •

MATILDA'S strong digital media presence proved to be an integral piece of the overall ad plan and a highly successful addition to the overall media mix.