The Ask
Santa’s Fantastical is Atlanta’s first immersive holiday wonderland. They planned to launch this new interactive experience into the Atlanta market and looked to Swarm to put together a strategy and execution plan on how digital channels could do the heavy lifting in driving awareness and ticket sales for the experience.
The Challenge
Swarm’s challenge was to showcase the uniqueness of the wonderland across digital channels.
Atlanta’s holiday attraction market is saturated, however, Santa’s interactive experience is the first of it’s kind. Showcasing the uniqueness of the experience was one of Swarm’s most important goals. In addition, there was the added challenge of reaching a vast audience since Santa Fantastical’s is an event geared towards people of all ages.
Accurately showcasing the uniqueness of Santa’s Fantastical across digital
Building hype around a new experience in Atlanta
Appealing to young and old audiences alike
The SolutionSwarm designed and developed a whimsical website and made sure to incorporate some hints of the immersive experience they’d witness onsite. From a candy-cane vortex dominating the header to a Willy Wonka inspired “Golden Ticket”, the digital experience helped create initial media and press buzz while luring in early adopters and influencers.
As we neared opening day, the buzz about Santa’s Fantastical had hit mommy blogs and media outlets all over Atlanta. But that was not the end of our momentum. With Atlanta’s competitive holiday activities, we leveraged paid social to continue driving awareness and amp up ticket sales. From strategic persona targeting to Facebook remarketing, our paid social efforts effectively drove in 8X in revenue, leading as our most profitable marketing channel.
In cohort with paid social, we also leveraged paid search and display advertising to comprehensively extend our awareness. From driving awareness of parents searching for holiday activities and pictures with Santa to reaching influencers and millennials—Santa’s Fantastical proved to entice both children and teens with a 4.06% conversion rate.
We were excited to be a part of such an imaginative and unique experience, but what mattered most was that we were able to drive measurable business results.
