Jersey Boys is a documentary-style musical based on the lives of one of the most successful 1960s rock‘n’roll groups, the Four Seasons. The musical opened on Broadway in 2005 and won four 2006 Tony Awards. The show has had a North American National tour, along with productions in various U.S. cities including Las Vegas, the West End in London and Melbourne, Australia.
Jersey Boys marketing activities targeted visitors to Las Vegas, Nevada—specifically people who were in Las Vegas, but had a home town outside of the Las Vegas area. They were given a special offer to encourage them to buy tickets to the show. Redemption rates for the promotion exceeded two percent.
“Jersey Boys wanted to target visitors to Las Vegas to invite them to watch the show,” Mr. Linner said. “The campaign ran across SMS, mobile Web and in-app ad units.
“The campaign was focused on delivering real-world interactions, rather than interactions on the mobile handset,” he said.
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