England & Wales Cricket BoardDROVE T20 CRICKET TICKET SALES  AMONGST A YOUNGER AUDIENCE

What we Did

A multi-channel campaign across paid digital, content and social channels which was executed via display, search, video and mobile, using multiple creative assets.

We laid down tracking across all 18 county cricket sites to effectively attribute sales to the chosen channels. T20 match highlight video was at the heart of the campaign and we worked with YouTube, Tube Mogul and Teads to distribute the content. Content was geo-targeted to drive cricket and sports fans to purchase from their local county website.

 

We retargeted people who visited the 18 county cricket sites and amalgamated conversion data to efficiently target new users who exhibited similar online behaviour to those that had purchased tickets.

 

We gathered social listening data to target sports fans in real time with the video content assets. This was supported by a paid search campaign and broadened search terms to attract people looking for family entertainment and fun nights out.

1.8Million in Ticket Sales
69% of sales from new customers (vs 59% in previous year)
26% of sales by 16-24 yr olds

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