Immersive Experiences – PPC & Strategy
Multi-channel ad strategy and conversion-led campaign delivery to drive bookings for a live-action experience venue – including virtual pivot, remarketing, and post-lockdown relaunch.
Location:
London, UK
Service:
Google Ads, Facebook Ads
Challenge:
Survive Lockdown & Beyond
Outcome:
£12,2k Spent, £114k Sales
London-based venue offering high-adrenaline group activities, from themed escape rooms and laser tag to indoor paintball missions
Popular with corporate teams, birthdays, and adventure-seekers, the business thrives on immersive, physical experiences that bring people together.
Our original goal was to drive more high-quality bookings across all of the venue’s experiences using a smart, multi-channel ad strategy. With several different audiences to target, from team-building organisers to parents planning birthday parties, the strategy needed to be precise, flexible, and cost-effective.
But when the pandemic hit, the entire business model was paused overnight. The brief shifted dramatically:
Adapt the offering, retain visibility, and rebuild demand – fast.
We needed to help the venue survive lockdown with a virtual solution, then re-launch and grow once in-person activities became possible again.
Survival Strategy
The strategy was simple before the lockdown. Bring in new clients through Google and Facebook targeting. However, once lockdown hit, we had to rethink the entire operation – and go virtual!
The client was able to team up with a German company already established in the virtual reality sector and offer escape rooms with a difference.
The “feel” would still be real as the rooms contained a live employee who had to be guided on how to escape. This new virtual experience would benefit companies and families who couldn’t get together in person but could still make memories and bond through shared experiences, virtually.
Puttng strategy into action
- Identified ways of changing the offering to fulfil the change in demand and meet the new “need” for interaction, within the lockdown restrictions.
- Implemented a Google search campaign targeting the highest-intent users looking for their experiences.
- Included corporate targeting for Christmas parties and team bonding
- Utilised Google’s in-market and custom segments in display lead generation campaigns
- Set up a Facebook remarketing campaign to re-target website visitors and re-engage them.
934%
Return on ad spend
Google – 906% ROAS Facebook – 1040% ROAS
The virtual experiences were difficult to track conversions with due to third party integrations, however, the turnover was sufficient to keep the business ticking over during the lockdown period, enabling them to thrive in the aftermath!