The Goal

Discover the science of Jurassic World

Develop a digital strategy and media plan to beat Denver and Dallas presales by acquiring at least 10,000 emails.
The challenge

Walk in the land of Jurassic giants

With the opening of Jurassic World: The Exhibition still over two months away, we needed to convince people to not only sign up and give us their emails now, but also that buying a ticket to something two months away will be in their best interest. We needed to ensure most of San Diego knew we were coming and felt an intense desire to stay informed about the event. Sounds simple, right?
The plan

Digital STRATEGY finds a way

We decided not to put all our dinosaur eggs in one nesting hole. Emails are effective, but that’s not where everyone spends all their time. So our approach combined email acquisition with Facebook Event Page response acquisition. Digital channels included a mix of Facebook and Instagram ads, programmatic display, and media buying. We coordinated with local blogs, event websites, and news publications to spread the word of our waitlist via email and social media. With strategic messaging focused on early access and coded presale-only discounted pricing, we instilled a deep sense of urgency to convince people they needed to be in line early.
The results

Face-to-face with life-size dinosaurs

Acquired a combined waitlist of 15,000 people interested in the event.
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  • More Than 1M Impressions for the San Diego Exhibition Announcement
  • 75% Open Rate on Waitlist Email
  • 9% Waitlist Conversion Rate
  • $108K in Revenue in First 2 Days

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