TikTok

From Love Island to Local Events: How We Turn Fandom into Foot Traffic​​
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If there is one thing that we can count on to show up and show out, it’s fangirls. And this year’s pop culture's biggest moments are the perfect example for both the country and our clients here in Miami.

When fans show up for shows, businesses know it’s more than TV, it’s opportunity.

What do The Summer I Turned Pretty, Dancing With the Stars, and Love Island all have in common? Their audience.

Plenty of young women were asking online where they could watch these shows together to share the experience of being angry, sad, and surprised in person, such as content creator Emely.

This is how we got Love Island to start playing on the TV screens at Sports Grill (and completely changed their whole summer around). 

How'd we do it?

Not only did we show them all the TikToks of people asking for it, but we also pulled up numbers and facts.

Fact #1: There were no local sports going on in Miami. Football hadn't started, the Panthers just won the Stanley Cup, and the Marlins play during the day.

Fact #2: Love Island was SURPASSING the viewer numbers that the NBA Finals were making. For example, where the Finals were getting about 10 million viewers, Love Island was getting 1 billion. BILLION. 

We were told we could put up the show on Tuesdays and Thursdays.

As a result, we had lines out the door twice a week and "Heat Championship level nights", according to the managers at Sports Grill. For the finale, Sports Grill sold merch, had backdrops at each location, and had the phone lines backed up with people asking to reserve tables.

Online, our TikToks videos were getting hundreds and thousands of views, comments and shares as the in-person conversation continued online. In one month we gained over 700 followers of young women who were into Love Island.

The appeal wasn't only the online conversation going on about the show, but it was about being able to share the shocks and twists and turns of the show in person. Additionally, many people used this to make friends if they were new to Miami and to have an incredible experience without driving to Wynwood or Brickell. 

The result of the post-Love Island blues? Our entire TikTok strategy for Sports Grill has shifted into a "for the girls" mentality. It's not just about "hey check out this beer special" but "here's a football breakdown for the girls" - and it's definitely working.

Even Taylor Swift’s latest album proved it: when the music drops, fans show up in real life.

Between her recent engagement posts and announcing her 12th studio album, The Life of a Showgirl, on the New Heights podcast, Taylor Swift has had quite a year. And the Swifties are ready to celebrate these milestones. The Tuesday that she announced her engagement, we all ran amok, creating memes and tying it back to our clients. Engagement and performance skyrocketed when curating posts that are designed to appeal to the market of music lovers (specifically, Taylor Swift fans).

To take it a step further, one of our clients, Night Owl Cookies, channeled their inner Showgirl and hosted their very own listening party for said new album. They are no strangers to event planning, as we have organized a Taylor Swift listening party in the past for “The Tortured Poets Department”.

From feathered boas to a custom made themed cookie, Night Owl Wynwood catered to everyone who wanted to welcome these new 12 songs as a community. 

As a result, Univision also picked up the news and featured Night Owl Cookies as one of the many businesses to capitalize on Taylor Swift's music. 

As trends come and go, we predict the next exciting opportunity to hop on is Wicked: For Good, the second part to the classic Broadway musical adaptation, Wicked. Get your decorations and themed snacks ready…and just remember: pink goes good with green!

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