WONDERWORLD

An Instagram you can walk through

WonderWorld was an experiential pop-up art exhibition in Soho, dreamed up by eight New York artists, with every room built to be photographed and shared. From July to November 2018, Ruckus ran the full-service launch: filling the rooms, selling tickets, and making WonderWorld the pop-up New York wanted to be seen in.

Generating demand from a standing start

WonderWorld needed to sell out a nationwide-pop-up-in-waiting's NYC debut in a crowded experience landscape, targeting a millennial, Instagram-driven audience with no existing following, no email list, and no built-in demand to draw on, in a category built to be shared, not just visited.

A feed, a campaign, an opening night

Ruckus launched WonderWorld's social presence from zero, producing original content on-site and running always-on community management, then drove ticket sales through paid, email, traditional, and influencer channels, including three half-page ads in Time Out New York's 50th Anniversary edition, circulation 275,000.

More than 200 influencer partnerships put WonderWorld in feeds people already trusted, and Ruckus produced the exclusive opening-night event itself, a retro silent disco with 125 dancers and more than 100 influencers in the room, turning the debut into content of its own.

A pop-up the internet couldn't stop sharing

WonderWorld sold more than 25,000 tickets in under two months, exceeding its revenue goal by 150% with a 250% return on ad spend, while Ruckus built the brand's audience from zero to more than 33,000 followers and 5,000 collected emails.