A Unique Experience
Santa’s Fantastical, Atlanta’s first immersive holiday wonderland, was imagined with a dozen worlds under one roof and adorned with original characters, incredible lighting displays, and live shows. Santa’s planned to launch this new interactive experience into the Atlanta market and was looking for digital channels to do the heavy lifting in driving awareness and ticket sales. Swarm worked with Santa’s to design and build an entire online experience that brought out the true nature of the in-person experience.
With a competitive holiday digital landscape, Santa’s Fantastical needed an interactive and creative experience to build hype around the new attraction as well as drive ticket sales. Our team designed and developed a whimsical website with just a few 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.