How Smirk helped a haunted attraction surpass its yearly ticket sales goal by 108% during the COVID-19 pandemic.
Hex House is a well-renowned, multi-attraction haunted house in Tulsa, Oklahoma. The regional destination partnered with Smirk to promote ticket purchases and drive digital sales through social media for its shortened 2020 Halloween season. Hex House reorganized its entire attraction to comply with CDC guidelines during the COVID-19 pandemic, including masks, sanitizing, temperature checks and a single socially-distanced line to minimize wait times and maximize safety precautions.
With many other venues struggling during the pandemic, Hex House knew it needed a great digital strategy to drive ticket purchases. Our campaign was the only way Hex House promoted its 2020 season.
Smirk executed paid digital advertising campaigns on Facebook, Instagram and Google Ads. After extensive research, we created a lead nurturing funnel across platforms and multiple statewide audiences with multi-layered targeting. We crafted unique ad headlines, copy and visuals that communicated urgency to drive ticket purchases during Hex House’s limited run. We also created a remarketing campaign for past Hex House attendees. Audience and ad split testing delivered a wealth of data for this campaign in a short timeframe. This data drove daily campaign optimizations that successfully maximized Hex House’s ROI for the project.
Our paid digital advertising campaigns surpassed all initial goals set by the Hex House team, including earning them an ROI of 267% for this project. We also assisted in responding to comments and concerns left on ads throughout the duration of the campaign.