BuzzEngine for LEGO KidsFest
Debuting LEGO KidsFest to the Dallas market, BuzzEngine, a marketing and event service agency, needed to sell tickets to the three-day event. Facing budget restrictions and a holiday weekend, the main goal was to drive traffic to the website that would convert into ticket sales.
With online ticket sales as the focus, digital banners on dallasnews.com were just the start of introducing Dallas to LEGO KidsFest. Through the campaign’s heavy digital emphasis, Ryan Painter with DMNmedia recognized another opportunity to reach folks looking for family-friendly entertainment. With the addition of print ads in the community-focused neighborsgo sections of The Dallas Morning News, LEGO KidsFest reached families on the cusp of planning their weekend fun. Impressed with the site traffic Friday of the event, BuzzEngine marketing communications coordinator Amber Reyes called Ryan to up the ante. The addition of a home page pencil push down would prove to be the real game-changer.
According to our friends at Google Analytics, the majority of ticket site traffic linked from the banners on dallasnews.com. And after only 24 hours, the homepage takeover delivered 193,295 impressions with a .38 click-thru rate, which helped attribute to Sunday’s sold-out session. “My team and I are onsite in market tracking how many people are on the site and where that traffic is coming from,” Reyes said. “I was literally watching it work in real time!”
After the successful launch of LEGO KidsFest in Dallas, Reyes enthusiastically plans to work with DMNmedia in the future. “I would like to sing praises for Ryan — not all AEs are like him,” she said. “Ryan followed up with numbers, he took my calls over the holiday weekend, which not only sings to working with him, but also your company.”