HeyDay Entertainment Grand Reopening - Case Study - Saxum

WorkHeyDay Entertainment Grand Reopening

Overview

Family- owned and operated since opening in 2007, HeyDay is a leading entertainment destination in central Oklahoma. Whether planning a date night, group outing, milestone celebration or team-building activity, guests can choose from plenty of attractions, including laser tag, Oklahoma’s first laser maze, 24 bowling lanes, mini golf, an indoor ropes course and arcade games. Guests can also enjoy food and beverages from DoubleDaves Pizzaworks and the locally-acclaimed Boomerang Grill in both the downstairs diner, BreakPoint, and in Revolutions, the upscale full-service bar.

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Challenge

HeyDay was known in the Moore/Norman area as a family-friendly entertainment venue, perfect for a child’s birthday party or a place to spend quality time with the family. With the addition of bowling and an upscale full-service bar, HeyDay wanted to reach a new audience of adults ages 21-45 while continuing to attract families that had supported them for seven years.

Solution

As a start, Saxum recommended utilizing new key messages that would resonate with the adult audiences, as well as refreshing the brand mark, colors and fonts. Once the new brand standards were in place, Saxum redesigned the website, created a custom mobile application and launched a new advertising campaign. Saxum also planned and executed coordinated media relations and paid media strategies to complement the grand reopening.

Results

Leading up to the late-October grand reopening, Saxum coordinated a YouTube pre-roll campaign to tease the new side of HeyDay. The campaign reached more than 66,000 people in central Oklahoma, had more than 10,000 views and was shared or liked over 1,500 times. The other elements in the digital campaign outperformed the national average click-through rate of .04 percent by 300 percent. In addition, Saxum developed social graphics that helped increase HeyDay’s Facebook fan base by 30 percent in less than three months.

Saxum facilitated 30 custom media pitches over three months that generated more than 3.5 million impressions in key geographic target areas with messaging that demonstrated HeyDay’s brand reset and enhanced services.

In the end, our efforts yielded high levels of foot traffic to the extent that HeyDay realized the same amount of revenue in November and December alone as they usually make over a 12 month period.

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