Fired Up and Sold Out
-Celebrating its ninth year, the Tampa Pig Jig has quickly become a favorite fall celebration. The event combines delicious barbecue, beer and country music artists in a celebration along Tampa’s waterfront. The event, produced by the Old Florida Federation, benefits NephCure Kidney International and the fight against focal segmental glomerulosclerosis (FSGS).
THE CHALLENGE
The first Tampa Pig Jig was held in the backyard of a South Tampa home. By year nine, it had moved to Curtis Hixon Park, an 8,500-person capacity outdoor venue. While the event had experienced tremendous growth, its audience was limited and attendance had plateaued. Walk-up would often drive the majority of sales, leaving organizers burdened to plan logistics. Pig Jig retained Crackerjack Media to manage event marketing and public relations outreach, including developing a new ticket sales strategy. With a limited cash and trade budget, the team had to stretch each dollar to ensure a strong conversion and low CPA.
THE OUTCOME
In 2019, the Tampa Pig Jig earned its first sellout in event history, selling through its complete inventory of tickets three-weeks prior to the event. The targeted on-sale strategy included a presale advertising campaign to past attendees, media partner lists, and fan audiences. By the end of the on-sale weekend, the event had sold more tickets than it had in four months of being on sale during the prior year. A robust social advertising campaign played a key role in the campaign’s success, including a branded content partnership with artists LANCO and Jake Owen.
TOTAL SALES +33.9% YOY - ROAS 5.41:1
“We held our first event in a friend’s backyard, but never imagined we would sell out a venue like Curtis Hixon Park. It’s a testament to the all-in mentality of the Crackerjack team. They’re hard-working, results-driven and ready to tackle the most ambitious tasks. Our goal became their goal, and they took our event to the next level — a sellout — with a creative integrated ticket sales and marketing strategy.”