ASYMM Digital partnered with ASU Gammage to promote the Broadway tour of Some Like It Hot, delivering a digital strategy that exceeded goals & drove measurable results. The campaign utilized a phased flighting strategy which aided in maintaining audience momentum, effectively reactivating high-intent buyers at key decision points.
In a complex environment where multiple shows were competing for audience attention, ASYMM implemented custom measurement solutions that provided both ASU Gammage and tour stakeholders with real-time insights into the campaign’s performance and impact.
TL;DR…
4%
over internal
sales goal
91%
capacity
sold
5x
return on
ad spend
…Okay, now check out how we did it…
goals
Promote ticket sales for Some Like It Hot amidst on-sales for competing performances during highly saturated time of year
Ensure digital strategy focused on prospecting for new patrons across channels
Deploy custom tracking tactics across venues to measure cross-campaign impact and correlation to provide Some Like It Hot tour with detailed insights for performance
strategy
STRATEGIC FLIGHTING
Ramped up investment at the very beginning of the campaign to capitalize on the critical on-sale moment, capturing audience attention early before holiday messaging peaked. This early push established a strong foundation of awareness and drove immediate sales, building a pool of high-intent users for nurturing. After a dark period, we re-entered the market with a conversion-focused push to re-engage warm audiences and reach late-stage buyers.
ENHANCED MEASUREMENT
Given the various performances and shows running concurrently at ASU Gammage, traditional tracking methods risked aggregating data in a way that obscured the individual impact of the Broadway tour campaign. Clear, campaign-specific ROI attribution was essential to demonstrate value to both the venue and the tour. By providing key stakeholders with transparent, show-specific return data that demonstrated a clear return on investment, we were able to support ASU Gammage in relaying the value of the strategy in real-time.
“ASYMM Digital’s deep knowledge of digital marketing and their thoughtful, data-driven approach to campaign strategy were invaluable throughout the run of Some Like It Hot. The digital campaign was a standout success, exceeding our internal sales goal by 3.6% and driving significant single ticket sales.
Our market even outperformed expectations, closing at 91% of capacity sold. The strategies ASYMM Digital established played a key role in sustaining momentum. Despite a highly competitive season, every time a campaign went live we saw a clear and immediate spike in sales. ASYMM ensured our messaging reached the right audiences at the right time and kept us informed with actionable insights at every stage. Their expertise made an immeasurable impact on the success of this campaign.”
ARIANNA JONES, MARKETING & COMMUNICATIONS MANAGER
ASU Gammage, Tempe, Arizona
RESULTS
5x
RETURN ON
INVESTMENT
capacity
sold
91%
over internal
sales goal
4%
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