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Field of Screams

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  • The primary goals were to:


    • Boost awareness of Field of Screams beyond the traditional Halloween season by promoting its off - season events.

    • Increase ticket sales significantly through targeted digital marketing campaigns.

    • Achieve a high return on ad spend (ROAS) across all platforms.

  • To meet the objectives, the marketing strategy included:


    Segmented Campaigns:


    • Tailored digital ads monthly to align with the thematic aspects of each event, ensuring relevance and engagement.


    Cross - Platform Promotion:


    • Leveraged the strengths of YouTube for video storytelling, Meta for community engagement, and Google for intent - based searches.


    Data - Drive n Optimization:


    • Continuously analyzed campaign data to refine targeting, creative assets, and

      messaging for maximum impact.


    Engaging Creatives:


    • Utilized high - quality, engaging visuals and videos that capture the essence of Field of Screams’ unique attractions.


    The Meta campaigns were especially notable for their broad reach and engagement:


    • Impressions: 3,742,537

    • Reach: 893,228

    • Clicks: 51,904


    These metrics highlighted the compelling nature of the ads and the strategic targeting that brought the event s in front of relevant audiences.

  • The digital marketing efforts led to substantial outcomes, significantly boosting ticket sales and awareness for Field of Screams events beyond the traditional Halloween season. The key results include:


    • Increased visibility of off - season events, maintaining year - round interest.

    • Significant rise in ticket sales attributed to the targeted campaigns.

    • Achieved high return on ad spend (ROAS) across YouTube, Meta, and Google platforms.

    • Ads were tailored to highlight each event's seasonal uniqueness.

    • Storytelling and call - to - action strategies engaged users and created urgency.

    • Meta's analytics tools enabled real - time adjustments to campaign tactics.

    • The campaign generated £270k in revenue with a ROAS of 9.

    • 2,157 purchases were tracked, demonstrating the strategy's effectiveness and financial

      success.




Elevating Field of Screams

Harnessing Digital Platforms for Unparalleled Event Promotion


Field of Screams, renowned as America's Best Haunted Attraction, offers a unique and immersive Halloween experience from September to November. Additionally, it hosts special events for Valentine's Day, St. Patrick's Day, and a halfway to Halloween celebration. The challenge was to maintain the event's visibility and drive ticket sales year - round through strategic marketing campaigns acr oss multiple digital platforms, including YouTube, Meta (Facebook and Instagram), and Google.


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