WePlay Help Sell Out Six Day London through digital media campaign
The sun has sent on a hugely successful Six Day event in London and all eyes now look towards the rest of the series.
Six Day London hosted to an array of stars, among them Sir Bradley Wiggins and Mark Cavendish, who between them have won pretty much everything up for grabs in cycling and are widely regarded as icons of their sport.
— Six Day (@sixdaycycling) August 26, 2016
Six Day London was the first Six Day event for both Cavendish and Wiggins and the Brits made it clear they were not attending the Lee Valley VeloPark this week just for the party atmosphere. It was also the last chance to see Sir Bradley Wiggins in action on the track as he had announced that this would be his last race on British soil.
Our work within Track Cycling
WePlay worked with Six Day to develop and execute on a ticketing campaign that would utilise our full breadth of digital services to drive ticket sales over a six-month period.
Our approach included utilising what is known as programmatic advertising, and through a mixture of creative content, with some well-placed targeting pixels, we were able to identify and re-target customers across the web who were interested in the event. This was an incredibly successful approach, as off the back of the Rio Olympics, cycling has been a buzzing sport with an increased amount of interest from audiences across the UK.
Essentially, anyone who visited Six Day’s website or showed an interest in cycling or big sporting events, were served tailored ticket adverts to convert their interest into a ticket purchase.
As well as programmatic re-targeting, we also used a smart tactic with press release takeovers. Planned in advance and in conjunction with the press team, takeovers were implemented to target anyone who published news about Six Day or the riders. This enabled us to immediately convert a reader’s interest into a transaction for tickets to the event. See below press release takeover of Sky Sports. Note: This takeover service does not require a media partnership with the publisher.
The full campaign was also supported by paid social media services, combining boosted content, to grow interest and social engagement and promoted ads on Facebook and Twitter, to drive audiences into the customer funnel, enabling wider re-targeting services.
As with any campaign, sales need to be supported by detailed measurement processes, which is where our conversion tracking comes into play. All impressions, clicks and conversions were completely tracked through conversion pixels that were placed across the sixday.com website as well as Ticketmaster, Facebook conversion tracking and other ticketing partners. This process ensures complete visibility on sales and marketing efforts, thus enabling us to monitor the media budget and what spend is required to acquire new customers, known as CPAs.
Pixels allow us to ‘prove’ and ‘trace’ all sales from our adverts directly from interest right through to conversion.
In all our client campaigns, the key to success is monitoring your strategy and evolving it based on the data being received. This means daily optimisations to keep the content fresh, relevant and tailored the target audience.