Using the SocialCentiv Twitter marketing application, Room Escape Adventures is taking a direct and personal approach to getting more people in Los Angeles, Dallas and Columbus, Ohio, to take up the challenge of being Trapped in a Room with a Zombie—a pulse-pounding adventure designed to get participants’ minds racing and adrenaline flowing as they try to escape the room or get eaten. Room Escape Adventures set up the SocialCentiv app to look for people Tweeting about things like bachelor party, date night, birthday party, team, Halloween, zombie and Walking Dead. Relevant Tweets received a real-time, direct @reply with a deal for half-off tickets. For example, when SirMusicalD Tweeted “Sometimes when I’m bored, I find my way into shows and just appreciate how friggin amazing humans are,” Room Escape Adventures tweeted: “@SirMusicalD Next time, try us! Escape for an hour w/a zombie, Dustin! Escape for $14,” with a link to the half-priced deal.
And because no one faces the zombie room alone, one Tweet can equal up to 12 tickets – which equates to exponential ROI for Room Escape Adventures. Over the course of three months, from July – September 2015, the campaign generated 21,401 impressions1, 928 engagements2 and a nearly 14 percent click-through rate on average in all three cities.
“Almost all of our marketing efforts are focused on social, and we know our 18- to 32-year-old target audience is on Twitter. We found SocialCentiv to be the best way to engage with them at the moment they might be interested in the entertaining experience we offer,” says Nicole DaCosta, director of marketing at Bucket List Productions, the company that runs Room Escape Adventures series.
The Tweets that express an immediate need are a growing, yet untapped market according to recent research from Forrester Consulting, Moments That Matter: Intent-Rich Moments are Critical to Winning Today’s Consumer Journey. Forrester’s research defines moments as “instances when [customers] reflexively turn to their devices to act on a need to learn, discover, find, or buy something.” The study goes on to illustrate that 98 percent of companies aren’t “moments” ready, and those that “…fail to respond to this expectation will rapidly fall behind firms that do respond.” However, companies that take steps toward becoming moments ready reap benefits in the form of more profitable ROI in both their mobile investment and overall marketing investment.
In the next phase of the campaign, Room Escape Adventures is expanding its use of SocialCentiv in other cities where it produces Trapped in a Room with a Zombie, including New York City, and will also take full advantage of the October premiere of Season 5 of The Walking Dead as well as Halloween.
“We’re hoping to capitalize on the spirit of the season and give people a frightful and fun zombie experience,” says DaCosta. “SocialCentiv is a great asset to help us accomplish our goals as their staff is always checking in with us, tweaking responses, suggesting ways to Tweet, and making sure our campaign is working to help build ticket sales.”
SocialCentiv is a full-service Twitter marketing company that helps companies find new customers on Twitter with their patented software. Using a business’ keywords and geographic location, SocialCentiv combs Twitter in real time looking for relevant Tweets that express an intent to purchase a product or service. The business can “@” reply directly back to potential customers with a customized, personal message and a discount or offer to get them in the door. For example, @JaneDoe Tweets about being really hungry for pizza. A local pizza parlor finds her Tweet using SocialCentiv, and Tweets directly back with a personal message and a coupon for free salad and soda with her pizza at lunch. SocialCentiv has a 34 percent average “click through rate,” and some industries – like restaurants, hotels and sports marketing – having much higher averages.
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- Impressions = number of times a user is served a Tweet in timeline or search results
- Engagements = number of times a user interacted with a Tweet
For more information, contact Karen Carrera, TrizCom, 972-207-1935, email@example.com or @kjcarrera.