Success Story

Serino Coyne

Serino Coyne Case Study

“We’ve seen consistent success with our Rocket Fuel campaigns, so they were the obvious choice to help us test the mobile space. We identified our key audiences, and launched what became a very successful mobile campaign. Rocket Fuel is a great resource, and we’re happy to partner with them on our shows.”

Jacqui Kaiser
Digital Media Supervisor Serino Coyne

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Goal

Promote Broadway shows with key audiences

Challenge

Extending display messaging through mobile devices

Product Used

Rocket Fuel for Mobile

Advertiser

Warner Bros. Theatre Ventures (WBTV) is the live stage-play division of Warner Bros. Entertainment. It develops and produces first-class musicals and other stage productions by utilizing Warner Bros.’ vast library of iconic films. It then makes these properties come to life with the help of top theatrical talent. When it was time to promote “Elf, the Musical,” WBTV’s agency, Serino Coyne, opted to utilize Rocket Fuel’s mobile capabilities in an effort to reach out to theatre-goers who were on the road nearby.

Goal

  • Promote Broadway shows over the holidays by leveraging mobile
  • Drive engagement efficiently among key audiences
  • Create anonymous profiles of business travelers, tourists, and theatre-goers by using location-based data from PlaceIQ and extracting patterns and context during the Elf promotion. From that data, define specific geos that are closely related to Broadway entertainment, then engage with core theatre-going audiences on their mobile devices.

Challenge

  • Extending the display messaging through mobile devices
  • Using mobile device data to identify specific audiences including business travelers, tourists, and theatre-goers

Results

  • Rocket Fuel exceeded client-engagement goals by 340% (compared to display benchmarks)

Product Used

  • Rocket Fuel for Direct Response
    • Channel: Mobile

Why Rocket Fuel?

  • Rocket Fuel learns as it goes, scales toward the best-performing audiences, and maximizes efficiency
  • Provides cross-channel targeting
  • Quickly identifies best-performing audiences so client can maximize efficiency
  • Leverages model learnings to deliver cross-channel results against similar audience types

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Warner Bros. Theatre Ventures? They tend to be:

  • Business travelers, tourists, and theatre-goers
  • People spending time in theatre districts