Pearl Jam: Home & Away

Exhibition Marketing

Get a first-hand look at Pearl Jam’s journey from 1990 to the present and into the future through more than 200 artifacts directly from Pearl Jam band members and their Seattle warehouse. Spanning 28 years, the exhibition features personal instruments, equipment, stage props, original typewritten lyrics and notebooks, original poster and album art, set lists, and a photo op featuring the towering letters from the front of Pearl Jam’s debut album, Ten.

The marketing campaign for the Pearl Jam tied closely together with the concert performances, which were happening a few days before the exhibition opening. In efforts to maximize the experience for super fans, we decided to allow an exclusive preview to Ten Club members, generating 15% of the total online revenue during the month period. We also chose to target fans arriving in Seattle for the concerts by utilizing SeaTac baggage claim screens and wheat pasting posters around targeted neighborhoods in Seattle. Although the digital ads geo-targeting campaign around the concert venue did not prove fruitful, we did learn that fans reacted positively to the timelapse video of the exhibition being built. We also learned through A/B testing that fans preferred images of the band over artifact images. From when we began the digital ads to the opening, we saw a 1.96 ROAS and a 3% conversion rate.