Daredevil Production artist, Jacob Cade, (from Denver, Colorado) entered a brand new market in Scottsdale, AZ, to open for the multi-platinum 80’s rock band, Dokken, at a 1,000-capacity venue called BLK Live.
Jacob hadn’t ever played in Arizona and he was NOT on the radio in the Phoenix market. He was a ghost in this town.
Our artist was the opener. So, Jacob went on at 8:00 pm…then the direct support act…then the headliner…in other words, nobody would be there to see him.
Ticket prices were $25 dollars.
We know that even if we put the coolest possible ad in a consumer’s digital feed, we’re not going to get them (or at least enough of them) to come off $25 to see an artist they don’t know.
The strategy we chose was to target people who love the headliner. The ad copy was written to assume that these fans already purchased tickets so the language we used was “Come early. Don’t miss this!” as opposed to “buy tickets”.