SOCIAL MEDIA CASE STUDY

Holiday Ice Rinks

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Willy Bietak Productions logo

Willy Bietak Productions operates some of the most successful ice rinks in the U.S. Roaring Pajamas had the opportunity to develop the social media strategy for three holiday ice rinks. We also successfully managed all social media activities for the 2018-2019 holiday season. This case study displays the challenges and results of our work.

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Project Goals

  1. Sell tickets and build attendance
  2. Elevate the social media experience for three holiday ice rinks
  3. Build audience (followers) and engage with and exchange content with attendees
  4. Manage the rinks' online reputation in a timely and effective manner
  5. Maintain the existing ice rinks' brands and generate brand recognition for the new ice rink
  6. Promote sponsors and events at the rinks and local activities
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Project Challenges

Delays in opening day for the new rink

Growing a brand-new customer base for a new rink

Closures for wildfire smoke and rain

Frequent changes in sponsorships

Late addition of new events and cancelled events

Managing the high volume of engagement and information

Integrating with a team that had been in place for 11 years

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Our Process

We focused on 4 key areas:

  1. Build Social Media Strategy for all three Rinks
  2. Add-on and improve the current Social Media Platforms (Facebook, Instagram and Twitter) for the two existing Rinks
  3. Create new Social Media Profiles (Facebook, Instagram and Twitter) for the new Rink
  4. Sell tickets and build attendance
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Safeway Holiday Ice Rink In Union Square
Presented by Alaska Airlines
October 1, 2018 - January 21, 2019 Results

Social Media Facebook Results

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Social Media Instagram Results

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Social Media Twitter Results

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Website Traffic Results

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Bai Holiday Ice Rink
In Pershing Square
October 1, 2018 - January 21, 2019 Results

Social Media Results (Facebook)

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Social Media Instagram Results

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Social Media Twitter Results

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Website Traffic Results

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Winter Park at Civic Center
October 15, 2018 - January 6, 2019 Results

Social Media Results (Facebook)

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Social Media Instagram Results

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Social Media Twitter Results

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Website Traffic Results

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Summary of Results

Increased ticket sales from social media traffic at Union Square by 447% and at Pershing Square by 307%

Increased likes and followers on social media platforms between 6% and 32%

Engaged with and exchanged content with attendees daily and during special events, increasing responsiveness

Responded to 100s of Facebook and Instagram private messages in less than 2 hours on average.

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