Victor Illescas

"Queen Rock Montreal" – IMAX's Rock Anthem in Digital Marketing

IMAX aimed to promote the limited-time screening of the iconic "Queen Rock Montreal" concert, remastered exclusively for IMAX theaters. The campaign was geared towards creating a buzz and driving ticket sales for a one-weekend-only event across the United States. This campaign transformed into a longer run, echoing the timeless appeal of Queen.

OBJECTIVE:

The goal was to generate widespread awareness, excitement, and nostalgia among both long-time Queen fans and new audiences, leading to substantial ticket sales for the event.

MY ROLE:

I led the campaign's planning, execution, and optimization, targeting a wide audience across multiple digital platforms.

Strategy and Execution:

Initially, the campaign was structured in two phases: pre-sale and main sale. The pre-sale phase focused on building anticipation and awareness, while the main sale phase aimed to drive immediate ticket purchases. After the great success of the initial strategy, the campaign was extended.

Multi-Platform Advertising: Utilized platforms like Facebook, Instagram, TikTok, Google Search, YouTube, and Programmatic Display.
Targeted Messaging: Balanced nostalgia with appeal to new fans, highlighting the IMAX experience.
Optimization: Continuously adapted strategies for maximum impact.
Extension Due to Success: Extended the campaign to leverage its initial success, recalibrating strategies accordingly.

21M AD IMPRESSIONS

373K LINK CLICKS

60K ENGAGEMENTS

$2M BOX-OFFICE SUPPORT

Results:

Generated over 21 million impressions, building widespread awareness.
More than 373K clicks were achieved, directing users to the landing page.
Over 60K engagements across Facebook, Instagram, and TikTok ads.
The ads received extensive shares, tags, and positive user interactions, highlighting a successful engagement strategy.
The campaign contributed significantly to the domestic box office of the IMAX release, which grossed approximately $2M, aligning with the global success noted in the Collider article.

Analysis and Insights:

Article Insight: The article from Collider highlights the event's success, reaching a $2 million box office in the US, underscoring the campaign's impact on the overall success.
Sentiment and Engagement: The campaign's positive sentiment and high engagement rate underscored its effectiveness in resonating with the target audience. The social media strategy was particularly effective in fostering a community feel among fans, enhancing excitement for the event.
Nostalgia Marketing: The campaign successfully leveraged nostalgia marketing, appealing to a wide range of demographics and reinvigorating interest in Queen's legacy.
Extension: The strategic extension capitalized on the initial momentum. The campaign's success was amplified by diverse platform usage and sustained interest.

Conclusion

The "Queen Rock Montreal" campaign for IMAX is a testament to the power of a well-executed digital marketing strategy that effectively combines nostalgia with modern advertising techniques. The campaign met its objectives in terms of digital metrics and translated these into tangible box-office success. This case study demonstrates the potential of targeted digital advertising in driving significant outcomes for event-based promotions.

VICTOR.D.ILLESCAS@GMAIL.COM (213) 924-6373 DOWNLOAD RESUME

VICTOR

(213) 924-6373

Queen Rock Montreal was remastered and played only in IMAX across the country with immersive sound and crystal-clear images. This iconic concert was in IMAX theaters for one week.