Nitro-Circus

FROM TIKTOK TO TICKET SALES

LIVE ACTION RETURNS

Nitro Circus, a global action sports live event, was looking to cut through the noise of a very competitive live events season spanning the spring and summer of 2022.

The goal.

WHERE ARE THE ACTION SPORTS FANS NOW?

Identify and test new digital platforms to reach a younger, untapped fan base and ultimately drive ticket sales to local shows across the country.

The challenge.

While they had previously relied heavily on Facebook for sales, the changing atmosphere around the platform made it clear that we had to diversify our digital media plan. We saw this challenge as a great opportunity to broaden their reach and hit new audiences with a newly branded tour and messaging.

We established TikTok as a viable channel to drive these new audiences to website and tour pages.

The plan.

The updated digital strategy included leveraging their growing TikTok account to increase their fanbase, reach a new demographic of potential ticket buyers, and test platform-specific creative. The targeting approach focused on complementary interests aligned to the typical Nitro Circus fan. Each show had its campaign, allowing us to further tweak the targeting and tailor the ad messages specific to that city and location.

The results.

Engagement metrics compared favorably with Facebook.
TikTok’s average CPC and CTR beat out all channels besides Facebook.
CPC was less than half of Retargeting campaigns.
Determined creative best practices to increase engagement.

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