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Case Study: Asylum Haunted Scream Park

Background:

The Asylum Haunted Scream Park is Louisville, Kentucky’s largest outdoor Halloween Attractions. The park includes five different attractions, and is one of the most unique haunted houses in the region. Asylum decided to test El Toro during the 2014 season, and after an initial success, began gathering customer data extensively for El Toro’s IP Targeting.  One of the many unique ways they find more customers is by offering customers a scare for free on their mobile haunted house “Scare Bus” at festivals and parades, in exchange for each customer’s filling out the iPad at the entrance, where they gather name and addresses for future marketing.

Before the 2015 season, Asylum decided to cut all forms of traditional media and relied solely on El Toro’s digital results. They chose to run a multi-pronged campaign utilizing El Toro’s IP Targeting, Captive Audience to Colleges and Universities, Zip Code targeting, and Digital New Movers tools.

Results:

Historically, Asylum only stays open 14 days per season with peak attendance the weeks leading up to Halloween. 2015 was one of Louisville’s rainiest Halloween seasons and it had to shut down for five of the fourteen days, one of those days would have been their highest grossing night of the year.  Despite the poor weather, Asylum still saw 30% growth in ticket sales, revenue, and crowd attendance, which they 100% attribute to the digital advertising they did through El Toro. The advanced targeting they utilize through El Toro has enabled them to reduce their per-customer advertising costs by 27%, allowing them to grow their customer base without increasing their marketing budgets.

These results further compounded in the 2016 Halloween season, realizing another 30% growth over the previous year. The Asylum Haunted Scream Park not only embraces zombies and chainsaws, but also digital advertising without the use of cookies - El Toro style.

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