Case Study: Happiest Hour NYE Mega Party

Boasting Dallas’ largest patio bar and lounge, Happiest Hour has been recognized as one of the “Best Happy Hours in Dallas” by the Dallas Observer, D Magazine, Dallas Eater, and CultureMap, and consistently ranks in the top alcohol sales in the Metroplex. The bar opened in 2015 and quickly grew in popularity due to its expansive rooftop patio, creative eats, and impeccable skyline view. Sitting across from the American Airlines Center in Victory Park, Happiest Hour has become a go-to destination for concert-goers, sports fans, and social butterflies.

Happiest Hour is also known for their New Year’s Eve celebration which features balloon drops, city views, champagne, and all-night music. RBA (acquired by The Uptown Agency in 2024) was tasked with creating a social advertising campaign leading up to the event with the goal of selling general admission and VIP tickets as well as increasing event RSVPs and reservations requested.

We crafted our strategy by retargeting previous event attendees as well as utilizing lookalike audiences to mimic previous event attendees. By using hyper-targeted audiences to hone in on potential attendees we were able to maximize our budget to the highest potential. After fully understanding our target audience, we utilized Facebook, Instagram, and Instagram Stories to target local millennials on the platforms they use most.

With ticket sales and RSVPs serving as primary objectives, our advertising efforts delivered in a big way. We were able to sell out the event leading to a packed house and most importantly, customers were able to ring in the New Year with thousands of their closest friends. This work was selected by the AIVA Communicator Awards with an Award of Excellence for Marketing Effectiveness.