SIX The Musical QUEENPACK Campaign

Client Name:  SIX The Musical (Broadway)
Campaign: QUEENPACK
Date/Timing:  January 30, 2024 – Present

THE SUMMARY
The QUEENPACK campaign invited theatergoers to “rule the night” together by offering up to 40% off when purchasing four or more tickets. Tapping into the social nature of group chats and the empowering spirit of SIX, the campaign turned a typical discount into a shared experience that celebrated friendship, fun, and female empowerment.

THE CHALLENGE
SIX needed to increase average order sizes and efficiently fill more seats during slower periods while maintaining the brand’s premium, empowering image.

THE INSIGHT
Every great night out starts in a group chat – especially among women planning shared experiences. By tapping into that dynamic, the show could position itself as the perfect plan for a night out with friends.

THE IDEA
Reframe a discount as a “QUEENPACK” — a royal invitation for every friend group to claim their thrones together at SIX.

THE EXECUTION
Through bold, social-first creative across Meta, Google, and Display, the campaign showcased the camaraderie and empowerment at the heart of SIX. Messaging and visuals celebrated the idea of a group night out, using a confident, playful tone and vibrant imagery inspired by the show’s pop-concert energy.

THE RESULTS
The campaign generated over 20M impressions, 100K clicks, and accounted for 50% of all digital purchases, driving nearly $1 million in revenue. Meta emerged as the top-performing platform and delivered 2.3K+ purchases, 16M+ impressions, and 96K clicks while Google Ads achieved the highest CTR at 0.72%.

KEY TAKEAWAY
By connecting the brand’s empowering message to a universal social behavior — friends planning nights out — we turned a sales incentive into a cultural moment. The QUEENPACK proved that emotional resonance and smart targeting can turn a discount into a movement.