Gilroy Gardens is a family theme park with more than 40 rides and attractions, and over 10,000 trees (yes, you read that right — 10k!). With one of their busiest times of the year coming up — Halloween — they wanted to promote their special seasonal events with audiences they hadn’t previously reached. In collaboration with creative agency Articulate Solutions, Gilroy Gardens launched a new performance channel — Connected TV (CTV) — to boost ticket sales and decrease cost per visit (CPV). Using MNTN Performance TV paired with an audience-based advertising strategy, they produced impressive campaign results — for the Halloween season and all seasons.
Gilroy Gardens Beats Performance Goal by 31% During the Spooky Season With MNTN
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For the Gilroy Gardens' Halloween CTV campaign, our primary objective was to engage a demographic segment comprising families with young children in order to optimize ticket sale conversions. We were thoroughly impressed with the ad slot allocation and the resulting revenue performance. MNTN's user-friendly interface, sophisticated audience targeting capabilities, and comprehensive analytics played a crucial role throughout the campaign's lifecycle. ”
Jason Raby
Principal, Articulate Solutions
0%
Under Goal Cost Per Visit
Objective
Use Precision Audience Targeting To Reach New Customers and Increase Ticket Sales
Gilroy Gardens wanted to drive consumers to their website leading up to and during one of their peak seasons — Halloween. Their family-friendly Halloween celebration “The Great Big BOO!” was approaching, and they had a niche audience to reach: not just families, but families in a specific geographical location. With MNTN, the theme park was easily able to launch CTV — a brand new channel for them at the time — while maintaining a customer-first approach and beating their performance goals.
Solutions
Prospecting
Excited to kick off their inaugural CTV efforts, Gilroy Gardens launched a comprehensive prospecting campaign to reach and convert new customers.
In preparation for the Halloween season, they leaned on Performance TV’s precision audience building to target their ideal customers. The theme park wasn’t just focused on targeting a large number of potential customers; they wanted to target the right types of people, meaning those who would engage with their ads and ultimately purchase tickets. With Performance TV’s unique audience suite, Gilroy Gardens accessed thousands of audience groups, honing in on segments like: theme park enthusiasts, parents of children ages 0-12, and leisure travelers with an interest in theme parks.
Another key piece to their audience strategy was geo-targeting — serving advertisements to consumers in a particular geographic area. To ensure that their ads were served to consumers with the highest likelihood of visiting their park, Gilroy Gardens created geo-targeted audience groups so that only in-market consumers viewed their advertisements.
To further ensure top ticket sales for “The Great Big BOO!”, Gilroy Gardens developed seasonal ad creative. In order to best resonate with their ideal customers, they strategically tailored messaging to targeted audiences — their video advertisements featured real footage of costumed families enjoying a spooky, fun evening at the park.
The Results
More Tickets, Sold More Efficiently
MNTN’s comprehensive reporting and measurement enabled Gilroy Gardens to accurately track performance throughout the course of their first CTV campaign. They were thrilled with what they saw. After just one month of running Performance TV, the theme park produced a CPV that was 30% lower than their goal. In addition, by adding MNTN to their marketing mix, Gilroy Gardens increased online sales by 55%.
This success encouraged Gilroy Gardens to relaunch their prospecting campaign leading into and during another of their busiest seasons: summer. Moving forward, the theme park will continue to drive results with MNTN.
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Houston Hyundai Auto Group
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Direct-to-Consumer Lingerie Brand
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DECKED
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By refreshing their Performance TV creatives in the weeks leading up to Mother’s Day, Reeds Jewelers showcased how brands can effectively use MNTN Performance TV to take advantage of seasonality and drive better results for their evergreen efforts.
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By shifting their investment from display to MNTN Performance TV, National Business Furniture not only discovered their most effective performance channel—they improved the effectiveness of their entire marketing program.
Klaviyo
Leading email and SMS marketing platform Klaviyo was looking for a way to increase site traffic, with the ultimate goal of parlaying the increase in qualified visitors into more demos. They turned to MNTN Performance TV to help them reach the right audience, and motivate those viewers to visit and convert.
Popular Dating Platform
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MNTN
It’s rare when you see an ad tech brand feature itself in a case study. Is that because it can come off a little self-aggrandizing? Maybe. But this story perfectly illustrates why Performance TV is an effective piece of B2B marketers’ media strategy (and also, it’s just too good not to share). So, we’re going to do it anyway. This leading Connected TV ad tech firm (that’s us) was looking to reach a B2B audience and drive qualified users to our site. We leveraged two of the most effective means of capturing prospects’ attention available to advertisers today: Performance TV, and the star power of our Chief Creative Officer, Ryan Reynolds. Turns out, one is far more effective than the other.
On-Demand Fitness Platform
This leading gym and fitness brand developed CTV ad creative with user-generated content sourced from their social channels, then launched their Performance TV prospecting campaign to generate impressive new site traffic at an efficient cost per visit.
Dagne Dover
As a company that prides itself on “making bags for humans getting the most out of life,” Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.
Lighting New York
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Bicycle Retailer
This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.
Wine & Spirits
The holidays can be a hectic time, which is why this leading wine & spirits retailer wanted to raise awareness around their pick-up and delivery options during the busy festive season. They turned to Performance TV to reach the right audience, spread their message, and drive shoppers through the marketing funnel.
Home Supplies
Looking to expand on their existing lower-funnel efforts, this leader in home supply added Performance TV Retargeting to their media mix. Leveraging all the targeting and measurement capabilities of display retargeting, combined with an HD ad format served on television, Performance TV delivered better results vs. display retargeting.
Restaurant
This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.
Ecommerce Retailer
This leading retailer builds innovative and award-winning performance products for all types of outdoor and work environments. They turned to MNTN Performance TV to drive measurable revenue both online and at key locations.
Auto Parts Retailer
This leading automotive aftermarket parts provider serves both professionals and do-it-yourselfers, and was looking for a new way to raise brand awareness and motivate customers to visit in-store or online. They turned to MNTN Performance TV to reach viewers in a place they hadn’t previously – on Connected TV.
Subscription Box Service
On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.
Gift Card Retailer
This eCommerce retailer wanted to institute an awareness campaign for their Q4 product launch. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Subscription Software
This subscription based SAAS leader was struggling to efficiently introduce their new brand and pricing model to a mass audience. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Travel Booking
This travel booking site wanted to efficiently reach key demographics with highly-targeted TV creative. They decided to leverage MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Mattress Retailer
This leading mattress retailer wanted to tell a compelling story while capturing site traffic and conversions. They decided to leverage MNTN Performance TV, ensuring their ads found consumers when and where they were watching.
Tulalip Resort Casino
This Seattle-based resort and casino offers guests gaming, luxury accommodations, entertainment, fine dining, and more. They came to MNTN with the goal of expanding their reach and driving awareness among a key audience, and enjoyed immense success as they saw measurable increases in site traffic driven by Connected TV.
MNTN is the future of TV and direct-response advertising.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
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