2:1 ROAS. $8.99 cost per walk-through. 180.7K unique people reached.
The challenge
Crazy Axes' Foxborough venue at Patriot Place is its flagship: 27 lanes and more than 13,000 square feet. Local demand alone couldn't fill a venue that size. The team had two goals:
The first gap was grow beyond the neighborhood. They wanted ads to reach new customers who were not nearby and might travel for a night out.
A second challenge was know what the ads delivered. They needed to see how many of those people actually showed up, not just who clicked.
The solution
Understand: start from real visitors. Adentro used Crazy Axes' own on-premise visitor data in Customer Data to define its ideal customer profile, based on who was actually walking through the door.
Audience, new guests: find travelers with the right habits. Adentro built prospecting audiences through the Affinity Network, modeled on those on-premise visitors. It expanded them with people observed visiting other axe-throwing venues and similar 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 across the network, they reached people outside Foxborough who already spend nights out on activities like this.
Audience, past guests: stay top of mind. Audience Segmentation isolated guests who had visited in the past 30 to 90 days. Retargeting kept Crazy Axes in front of them to encourage repeat visits.
Read the outcome: did they make 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 on its ad spend, rather than a click report.
Why the combination mattered
Customer Data described actual patrons; Affinity Network identified comparable leisure behavior beyond the immediate trade area; recent-visitor segmentation supported a separate return campaign; and Walk-Through Rate™ distinguished exposed users who were later observed at the venue. Prospecting and repeat-visit objectives should not be presented as one undifferentiated audience.
The results
- 2:1 ROAS
- $8.99 cost per walk-through
- 180.7K unique people reached
- 854K impressions