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Aug 5, 2019

Using Behind-the-Scenes Content to Acquire New Ticket Buyers

Want to engage and attract new ticket buyers? Try pulling back the curtain and sharing some behind-the-scenes video. Content that feels somewhat raw and takes viewers into the lesser-seen moments within your organization can spark a deeper connection and interest in attending live events.


Let’s take a look at how members of the Paciolan community are using this tactic successfully...

University of Pittsburgh

Pitt used compelling practice footage with new basketball coach Jeff Capel to drive early season ticket sales. Pitt started running these ads in early September, which was much earlier than usual for Basketball ads, and they were pleased to see a $5:$1 return on ad spend.

University of Southern California

To generate hype and build an interest list for their upcoming season tickets onsale, USC brought fans into the gym to get up close and personal with the Trojans as they got ready for the season. USC ran this content on social media as well as YouTube directing people to a ticket interest form to sign up for more informaiton.

Oklahoma City Civic Center Music Hall

To attract customers who love music but may be new to Broadway, Oklahoma City Civic Center Music Hall shared a unique video of show star Betsey Wolfe, performing one of the show’s songs in more of an “unplugged” setting. This strategy drove an almost $8:$1 return on ad spend.