Case Study
Wicked Launches Broadway Ticketing
Summary
WICKED, one of the most world renowned musicals on Broadway, wanted to improve the visitor experience and provide a more seamless ticket purchasing process for its guests. Through a partnership with Broadw.ai, an AI platform specifically focused on Broadway shows, Satisfi Labs launched an AI-powered virtual assistant for the Wicked website and Facebook Messenger that integrated its existing Ticketmaster ticketing system. This allowed guests to purchase directly from the platform conversation and led to a 700% increase in ROI since launch.
Challenge
Wicked observed that guests who were interested in seeing the show were frequently scheduling their visit and purchasing tickets across multiple sites, leaving Wicked without visibility into the full guest journey from planning to final purchase. This presented an opportunity to gain more control over the guest experience by providing guests with a seamless, multi-function virtual “concierge” service.
Solution
Through Broadw.ai, we launched a 24/7 AI-powered digital assistant on the Wicked website and Facebook Messenger, providing customized one-on-one interactions for each guest. The platform answers inquiries on show times and dates, theater directions and information, as well as post-show needs like food and beverage options nearby and shopping recommendations. Responses from this platform are completely autonomous and catered to the unique needs of Broadway guests, based on data feeds containing Broadway knowledge and customer interactions. Wicked also integrated its Ticketmaster ticketing partnership directly within our 24/7 automated digital assistant, removing unnecessary touchpoints from the ticket purchase process and providing the show with total visibility of the customers’ purchasing journey.
Results
Since the launch of the digital concierge, Wicked has seen a 700% Increase in ROI, with the average ticket price selling for 20% higher compared to the industry average. Since implementation, the Wicked assistant has helped respond to over 90,000 unique visitors requests.
%
ROI Since Ticket Integration Was Implemented in 2019
Unique Visitors Helped in 2019
%
Higher Ticket Prices Compared to Industry Average in 2019
“In today’s fast-paced world, it is essential shows interact with audiences before, during and after the performance. We couldn’t be more thrilled with how Wicked theatergoers are interacting with our assistant, across multiple channels. Guests are receiving personalized answers and pursuing the recommendations from point of purchase, to post-show needs.”
Micah Hollingworth
Co-Founder and CEO, Broadw.ai