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SummerStage 40th Season Surpasses Traffic Volume Goal by Over 333%
Drive digital awareness to boost show attendance.
To celebrate its 40th anniversary, SummerStage wanted to expand digital ad placements to build widespread excitement across NYC for an expansive 60+ concert season spanning all five boroughs. The primary challenge was driving high-volume audience awareness & traffic while engaging longtime fans and potential new local concertgoers.
Optimized paid media spending to drive high-volume traffic.
We launched multi-platform ads across Meta, TikTok, and YouTube, then leaned into early data to reallocate budget into high-performing Meta campaigns. By pairing citywide outreach with retargeting and artist fanbase audiences, we optimized creative formats across Feeds, Stories, and Reels to maximize authentic fan engagement.
Shows
Impressions
Fans Reached
Website Visits
chat
Drove 4MM+ impressions connecting fans to free summer shows.
We served 4MM+ impressions to 1.75MM+ local fans. Once we saw Meta outperforming, we allocated more spend into Meta to capitalize on the strong engagement. This strategic shift drove over 113.5k site clicks at an efficient $0.25 CPC. Ultimately, web traffic spiked by 571% year-over-year, outperforming the season's initial volume benchmarks.
