Trixie & Katya: The Bald and the Beautiful Live

The brief

A fifteen-market, eighteen-night tour is fifteen separate on-sales, each with its own local audience, competitive calendar, and pacing curve. Run them as one national campaign and the strong markets subsidise the weak ones invisibly, until the weak ones are still sitting there in week six.

The opportunity was that Trixie and Katya bring a devoted, highly online audience. That audience was reachable. It just was not yet owned.

What MCC did

We put data acquisition first and ran the full campaign lifecycle in order, market by market, as one continuous flight rather than a series of disconnected pushes.

The announce led with sign-up rather than straight to sale, which converted attention into a first-party list while interest was at its peak. That list then warmed the artist presale, which in turn warmed the general on-sale. By the time tickets went on general sale in a given city, the campaign was speaking to an audience that had already raised its hand twice.

Programmatic and retargeting held pressure on the markets that needed it, funded by the ones that did not.

The result

Every date sold out across 15 markets and 18 nights.

Thousands of presale sign-ups were captured before tickets went on sale. That list is the part that outlasts the tour, and it is the reason the next one starts from a warm audience rather than a standing start.