Opening For The Opener

The Backstory

This is for Daredevil Production artist, Jacob Cade (@JacobCadeRocks across all socials). He had just broken the top 40 on Billboard’s Mediabase charts for rock.

Jacob is from Denver, CO.

We were NOT getting spun in the Phoenix, AZ radio market and Jacob had never played in Arizona which means that he was essentially a ghost in this town. However, he got an opportunity for a “1-off” (1 show only) in Scottsdale opening for a somewhat popular 80’s band called Dokken at a good sized club venue (I’m thinking around 800-1,200 capacity).

Jacob was not direct support, rather the first of 3 bands that went on at 8 pm. So, as Jacob was opening for the opener, nobody was going to be there to see him.

Since he was going on first, the FB promo was designed to get everyone out to the show early to see him. As you can tell from the video ad we created, the idea was to reach as many consumers who already bought tickets and convince them to come early, “You don’t want to miss this!”

As tickets for the show were around $60, we really didn’t feel like we could sell any ourselves for an unknown artist.

I surgically targeted fans within a 50-mile radius of the venue.

I asked for a $200 budget. We spent $202 and you can see the numbers.

  • 400 people showed up at 8 pm to see that kid play.
  • They sold $200 in merch.
  • The club owner, completely aware of the traffic habits of his crowd, was blown away by the crowd and invited Jacob back to play.
  • The Manager of Dokken (the headliner) offered us more shows as they could only surmise that we sold tickets

The Video Ad

The Results