The challenge
Crazy Axes' Foxborough venue at Patriot Place has 27 lanes and more than 13,000 square feet. Local demand alone could not fill it.
The team wanted ads to reach new customers who were not nearby but might travel for a night out.
It also needed to see how many of those people actually showed up, not just who clicked.
The solution
1. Customer Data: Start from real visitors
Adentro used Crazy Axes' on-premise visitor data in Customer Data to define its ideal customer profile, based on who was actually walking through the door.
2. Affinity Network: Find guests with the right habits
Adentro built prospecting audiences through the Affinity Network, modeled on on-premise visitors and expanded with people observed visiting other axe-throwing and experiential venues, such as bowling. Interest targeting for axe throwing, bowling, recreational sports, and entertainment and leisure was layered on top.
Because the audiences were built from visit behavior, they reached people outside Foxborough who already spend nights out on similar activities.
3. Retargeting: Bring recent guests back
Audience Segmentation isolated guests who had visited in the past 30 to 90 days, and Retargeting kept Crazy Axes in front of them to encourage repeat visits.
This return campaign ran separately from prospecting.
4. Walk-Through Rate™: Confirm who made the trip
Walk-Through Rate™ matched people exposed to the ads against guests later verified at the venue.
That gave Crazy Axes a cost per walk-through and ROAS, rather than a click report.
The results
- 2:1 ROAS, matched to verified venue visits
- $8.99 cost per walk-through, per exposed guest later verified at the venue
- 180.7K unique reach, unique people reached
- 854K impressions