Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
Background:
A local festival was looking to promote event attendance for its Oktoberfest event. The campaign highlighted the festival’s live music and activities such as brat-eating, beer-chugging, and stein-holding competitions.
Strategy:
The client wanted to reach locals aged 21+ interested in Oktoberfest and similar live entertainment events. To make that happen, we ran a combination of strategies. We reached this target audience by using categories such as Alcohol, Alcoholic Beverages, Beer, Craft Beer, Concert Goers, Entertainment, Events & Tickets, Live Event Attendees, Music Enthusiasts, Music Festivals, Beer Aficionados, Craft Beer Enthusiasts, Live Music Lover, Live Music, Beer Lovers, Beer and Wine, Online Ticket Buyers, Beer Wine & Alcohol, Contests Awards & Prizes, Local Events & Travel Guide, Seasonal & Local Food, Party Goers, Oktoberfest, Oktoberfest Enthusiasts, High-Quality Beer Consumers, Frequent Beer Buyers, Craft Beer for age 21+ - Likely, Beer Connoisseurs, Beer Festivals, Beer and Brewery, Event - Seasonal - Oktoberfest, Been to in the last 12 months – Oktoberfest, Interest - Oktoberfest, Beer & Craft Beer - Brewing / Independent Brewery / Craft Breweries / Brewer / Ale / IPA / Sour / Lambic / Handcrafted / Artisanal / Brewing / Pale / Blonde / Wheat / Lager / Pilsner / Brown / Porter / Stout, Live Music and Show Visitors, and EDM Festival Enthusiasts.
Using a list of 422 keywords, such as ‘2025 Oktoberfest’, ‘beer events’, ‘Oktoberfest beer’, ‘brat eating contest’, ‘Oktoberfest stein’, ‘balloon blowing competition’, ‘German beer festivals’, and more, we pinpointed consumers who would be interested in this event and similar events, leading them to the client’s festival after being served the ads. With AI, we used machine learning to target consumers based on who was engaging with the ads.
The campaign included retargeting from the client’s website, so that anyone who showed interest within the past 60 days could be targeted. The campaign also utilized a local radio station’s customer database and used Custom Audience Matching to reach listeners while they were browsing online. The creative mixed video, carousel, story, and single-image ads to target them. We then created a Lookalike Audience to target with digital ads as well.
Results:
In one month, the client had a click-through-rate of 1.82% (over 25 times the national CTR average) – 241,568 impressions, and 4,395 clicks. 2 click conversions and 746 view-through conversions served as well. And best of all, the client was happy with the results, “A big THANK YOU for your help creating another successful event! We had a great turnout and continue to reach our target audience in meaningful ways that keep them excited about our event.”
