In 2008, X Japan, Japan’s most famous rock band of all time, approached EINSOF Marketing Group to administer and market the sale of international tickets for their 2008 Reunion concert series at the Tokyo Dome.

However,  we were approached 2 weeks before the event was to take place, and had very limited time put together a campaign and ticketing solution. As the Japanese music industry had traditionally been more concerned with domestic sales, a ticketing solution did not exist, so we had to create one. We faced challenges such as language barriers, currency conversion issues, and numerous technical difficulties.

With only 15 days on the clock, we realized it would be impossible to create a traditional marketing campaign. To address this, we worked with partners to craft and launch a very aggressive online marketing campaign in 18 languages, with target markets in North and South America, Europe, Southeast Asia, China, South Korea, and Taiwan.

We began by building two microsites for the event and put together an online publicity and marketing campaign that relied heavily on email blasts to over 10,000 fans, social media marketing, guerrilla marketing, street team campaigning, and online advertisements.

During the life cycle of the campaign, we utilized email marketing; press release distribution; heavy publicity campaigning which resulted in numerous press placements; online advertisement placement; social media marketing; radio advertisement placement; aggressive online guerrilla campaigning; and street team campaigning in North America, South America, Europe, and throughout Southeast Asia.

Our publicity campaign resulted in over 200 press placements, while our ad campaign generated over 100,000 impressions with a click-through rate of 15.861%.

Following the ticket sale, we then put together a multilingual team to run customer service, and sent a team to Japan to facilitate distribution of tickets at the venue itself.

With only 10 days to market and 5 days to sell the tickets, we were able to sell ¥ 13,000,000  worth of tickets, with customers from 28 countries worldwide.

GALLERY