Case Study:
301 Devil’s Playground
26X ROAS for Haunted House Ticket Sales
Overview
The Client: 301 Devil’s Playground is a Haunted House located in Galena, Maryland featuring 5 haunted attractions on a sprawling 100 acre property.
The Challenge: Owners Peter & Latasha wanted to utilize a dedicated paid social ad budget to increase YOY Revenue with a primary focus on total Orders per season.
Deliverables:
Mobile-Friendly Website
Pixel Installation & Conversion Event Setup
Conversion API Integration
Custom Audiences
Attention-Grabbing Creative
The Results: Peter & Latasha saw an additional 1,191 orders this Halloween Season than last year – a 48% increase worth approximately $162K in gross revenue.
Appendix A
Meta Ad Results
Appendix B
YOY Comparison
Top Performing Creative
‘24 Season Trailer
Creative Strategy
An extensive review of competitor ad libraries revealed a common creative oversight: many Haunted House video ads (although often high quality and legitimately scary) read more as trailers for scary movies than for admission-based haunted attractions.
To avoid making the same mistake, we edited 301’s video assets to a feed-friendly 15 seconds in length with a hyper-focus on patrons (rather than monsters & spooky effects) as they walked through the attraction.
Results
78K Reach
820 Purchases at $2.93 each
24X ROAS
‘24 Season Poster
Creative Strategy
Our still image posters were set up to deliver only to retargeting audiences (specifically site traffic, engagement, and thruplays from the above video). They were designed to read as live event fliers, hence the emphasis on “Now Open” to indicate to readers that this is a time sensitive, location based buy-in.
This poster in particular was, again, intended to focus on the patron experience (i.e. being absolutely terrified).
Results
15K Reach
268 Purchases at $2.00 each
38X ROAS
‘24 Season Poster
Creative Strategy
The only poster featuring a monster that performed well enough to stay live for the duration of the campaign. Notice how the muted colors of the graphic text create a nice retro movie poster effect.
We should also note that the ad copy for our retargeting ads featured an array of five star reviews from past visitors. This, again, bolstered our focus on patron experience while also helping to stave off ad fatigue.
Results
11K Reach
85 Purchases at $2.75 each
22X ROAS
