BRAND EXTENSION // Events
With a long-running West End musical, how do you create an event to engage potential ticket buyers and keep a voice in a crowded market?
Established brands rely on standout sales-boosting events to grab the attention of audiences. Boom’s approach to creating these events recognised the principles of how a customer’s way of making a purchase has developed, and how to ensure brands use this to their advantage. For Monty Python’s Spamalot in the West End, Boom produced a series of event-led experiences including ‘free spam burgers’ on National Spam Day. The key was that the events all involved a multi-sensory way of experiencing the brand so that customers got to watch, look, taste and touch before making a purchase.
• On the day sales up 200%
• 600 spam burgers delivered
• Free advertising secured to advertise the promotion in the Evening Standard