Lost Lake | Digital Marketing

Digital Marketing Case Study


Superfly creates shared experiences that enrich lives and unite communities. They are the masterminds behind the groundbreaking festivals Bonnaroo and Outside Lands, along with experiential concepts for brands like Intel, Pabst Blue Ribbon and Yahoo.


Superfly wanted to launch a three-day event called Lost Lake Festival in a new market: Phoenix. While the Valley was a prime location, it had never been home to a festival of this magnitude. The introduction and rollout required a campaign that would help build awareness for the event without giving prospective attendees sticker shock.


TJA developed a strategic media plan using in-depth analytics and insights into the buying habits of Valley residents. After identifying target audiences, we built personas that guided all media buys and the creation of marketing materials. We then launched a successful teaser campaign and used flexible spends, matching the behaviors of prospects and capitalizing on peak ticket-buying times. High-impact out-of-home placements like billboards, sidewalk stencils and airport signage built anticipation for the event and drove ticket sales. On social, hyper-targeted Facebook canvas ads and Snapchat geofilters provided immersive ad experiences. We then supported the event with a final media push that targeted last-minute buyers and encouraged day-of purchases.


$1,142,480 of negotiated media placement
in added value

total impressions

More than 1 out of 3 purchases
driven by TJA digital media

Photo Credit: Andrew Jorgensen
Photo Credit: Andrew Jorgensen
Photo Credit: Quincy Sablan
Photo Credit: Quincy Sablan


Lost Lake Festival


Google Display
Google Search
Programmatic Display
Email Marketing
Guerrilla Marketing
Paid Social Media
Digital Billboards
Campus Door Hangers
Campus Newstands
Print Placements
Airport Signage
Transit Shelters
TV/Radio Negotation