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DESCRIPTION
darts, BUT MAKE THEM COOL. ENTER exciting multiplayer games built to bring people together and designed to keep you unexpectedly hooked, entertained, and full of joy.
RESPONSIBILITIES
brand strategy, voice & tone, copywriting, content strategy, animation, ux, design & development
LANDING IN BOSTON
as flight club expanded into new markets, it became important that we advertised using city-specific creative. traditionally, we knew that video played well for us on our social platforms and conveyed something static images never could - the emotion and unexpected joy that followed hitting 'the shot' and the way our guests disconnect from electronics to connect with one another. by creating and sharing an energetic, Boston-specific new video, we were able to drive new trial business that translated into a very strong opening month, beating our projections by 15%.
GET READY TO TAKE AIM
as a darts hospitality-concept, flight club was inherently social - bringing strangers together over pints & play. our social platforms needed to echo this, our verbiage needed to read inclusive, friendly, and sociable. we accomplished this by creating a user-generated content series. because in a world where people don’t trust brands, they do trust their peers. we featured honest reviews from our guests to show we are listening and we are dedicated to earning their positive feedback. likewise, we created a lifestyle content series that showcased our venue’s personality. this allowed us to create more curated feeds and offered value in following us. these were also very important in creating emotional resonance with the consumer and relationship-build, even in the virtual world.
UI/UX
as our presence grew nationally, our site had to evolve as well. social darts is still a fairly foreign concept to the us, and the site needed to capture visitors' attention quickly to show exactly what guests could expect from the new concept. we upped the engagement factor by adding emotionally-charged videos that tapped into the exciting, joyful, and somewhat competitive nature of the game. another focus of the redesign was the booking process. pre-booked business made up about 40% of our sales, so the process needed to be foolproof with as few clicks as possible. lastly, we looked to optimize the site based on location. meaning if the site was accessed by a user in boston it would automatically direct to the boston vanity page, instead of the chicago one. combined together, the changes not only elevated the site design but more importantly made for an easy user experience.
HELPING EVENTS TAKE FLIGHT
at flight club, if you weren’t drinking or dining downstairs, you were upstairs throwing darts and occupying one of our 14 oches. what's an oche? good question... oche rhymes with hockey, and it’s your space from the throw line to the dartboard and includes a reserved seating area. these semi-private spaces were often booked for birthdays, bachelorette parties, and other celebratory events. it was my team's job to help the sales team curate packages to appeal to events from 10 to 500 guests. as well as support the sales team by providing collateral for networking, off-site events, and concierge outreach.
GATSBY & GIGGLE WATER
the pressure was on to make new year’s eve 2020 special as it was ushering in a whole new decade. since no one knows a party like jay gatsby, we decided to return to the roaring ‘20s with a themed bash including games of darts, an open bar, light bites, a midnight champagne toast and a view of the fireworks over the chicago river. thanks to our package structure and highly aggressive eventbrite marketing strategy, our tickets sold out over 2 weeks before the event (leaving some guests desperate for tickets). this was a 200% increase in guest attendance year over year and our most successful event to date.
WHAT'S WRONG WITH SOME FRIENDLY COMPETITION?
flight club was built on the concept of social darts. if you're asking yourself what that means and how it's any different from normal darts, you're not alone. it was my job to help educate the market on what made 'social darts' so special and why we were different from every other bar with a dartboard. one of the ways we did this was through what we call "cheers strategy". essentially, relationship building between our staff and guests, and facilitating networking on site. we kept servers and bartenders stocked with collateral cards so guests could try out our social darts on the house so they could experience our special dart tracking technology for themselves.
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