Digital Integration

PRODUCT: “Waitress” A New Musical
Developed and premiering at the American Repertory Theater in 2015, starring Tony Award winner Jessie Mueller and featuring music and lyrics by Grammy-nominated singer-songwriter Sara Bareilles, this female-lead production was one of the hottest tickets in Boston.

One week into the sold out run in Boston, it was announced that the show would be moving to Broadway in the spring of 2016.

CAMPAIGN:
In 2015, PMD launched Digital Integration with our signature WindowPoster™ Displays. Working in two parts, Pre-Launch Neighborhood Analysis and Digital Geo-fencing, Digital Integration allows clients to be seen online and on mobile devices, in the same geographic areas as WindowPoster™ Displays.

The Waitress campaign performed exceptionally well, generating over 400 transactions, with a CPA (cost per action) of only $8.50. Ads on Facebook produced over 33% of the total conversion volume. The digital ads produced over 96,000 landing page visits and over 525,000 impressions. After Waitress performances almost immediately sold out, digital creatives were switched to “What’s Next,” showcasing the rest of the American Repertory Theatre season. The “What’s Next” ads generated the highest conversion rate for this campaign.

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