Case Study: Goodman Theatre sells out a new musical with Capacity Interactive

Goodman Theatre sells out The Who’s Tommy with Capacity Interactive and 816% onsale ROI

Capacity Interactive helped the Goodman Theatre market a new musical, "The Who's Tommy," to drive ticket sales for its premiere run before its move to Broadway. The challenge was to strategically support both the initial ticket on-sale and the subsequent performance run.

The solution involved a multi-channel digital advertising strategy using Meta and Google, with strategic campaign flighting. An initial Meta burst drove early sales, followed by a main campaign using Google Display, Paid Search, and Meta to target specific interest groups and potential tourists. The campaign was so successful it had to be paused early due to a complete sell-out. Capacity Interactive delivered exceptional results, including an 816% on-sale ROI, a 7,293% Google ROI, and very low costs per page view.

Goodman Theatre