Fifty-eight cents to put a fan in the room.

The setup

Uncle Waffles was heading into tour stops in Boston and Brooklyn and wanted more than sold tickets. Her team needed to reach the right audience in each city, see exactly what their marketing was doing, and come away with fan data they could use long after the shows ended.

The play

The team built custom event pages on Symphony, integrated with Facebook's pixel and conversion events, so every click on the tour link was tracked down to cost per conversion. The pages carried RSVP and pre-sale capture, collecting emails and phone numbers from every fan who committed.

They ran two five-day campaigns, one per city, watching conversion data in real time and adjusting as the numbers came in.

The results

Boston converted at $0.88 and Brooklyn at $0.58, driving ticket sales and walk-up attendance at both shows. The RSVP flow collected a database of emails and phone numbers for future campaigns. As Uncle Waffles put it: the most important thing is seeing who sees her, so she can better serve the people who show up.