Spooktacular Light show is an entrancing drive-thru experience featuring over 2 million lights gathered in impressive displays, a variety of pumpkins and Jack-O-Lanterns, and fan-favourite Halloween characters. The lights are synchronized with a Halloween-themed radio station, and the fixtures will dance to the music.
The goal was to generate more attention and ticket sales for Spooktacular Light Show’s Halloweeen drive-thru event. In order to do this, we employed a multi-medium approach including an IG Reel, giveaways, and story posts, TikTok, a blog post on our website, and a feature in our newsletter.
“We have gained thousands of followers and so much engagement on each post. Todotoronto has been helpful in selling tickets to our event. We happily come back every year/season. Thank you to the team on their professionalism and fast work!”
Natasha Alam, Spooktacular Light Show
The giveaways had over 1,600 participants combined, and each post reached between 50k-170k accounts. The videos reached over 125k accounts, and each story reached more than 10,000 accounts and had upwards of 200 interactions. They also gained over 3,500 followers. Across Instagram Reels, contests, and website features, it was a very successful campaign reaching over 450k+ people in Toronto and the GTA.
Through different social media mediums, we are able to generate a significant amount of impressions. Instagram, where we have our largest audience, was a key contributor, while other platforms we are developing (including TikTok and our website) generated impressions and high-intent actions as well.
The engagement rate for Spooktacular’s campaign was 4%, 300% higher than the average Instagram rate, resulting in significantly more high intent actions.
The Reel we published showcased the various displays at the event, highlighted the unique features of the Spooktacular light show, included a discount code for tickets, and listed the two locations where the event was occurring. Using visually appealing content and featuring a deal for our followers generated significant interest and resulted in increased impressions and high-intent actions.
The giveaway we did generated greater interest for the event; we asked participants to follow both accounts, tag their friends in the comments, and share the post for an additional entry into the giveaway. Utilizing social sharing was another way to create interest and engage audiences for Spooktacular.
The TikTok we featured was the Reel we posted on Instagram. As that Reel was successful, we wanted to use it to attract audiences and generate impressions on another emerging visual medium.
The blog we published for Spooktacular was intended to use another medium to convey information and generate impressions for the event. This was a more permanent and detailed description of the event, and also highlighted the discount code for our followers.
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