21 Aug 2017

England Hockey – Digital Ticketing Campaign

england-hockey-WePlay

Bringing the Olympic spirit back to Lee Valley for the Men’s World League


Closeup

Overview

The national governing body for Hockey appointed WePlay to drive ticket sales and awareness for the Hero Men’s Hockey World League Semi-Finals Tournament at Lee Valley Hockey and Tennis Centre.


Client: England Hockey

Delivered:

Programmatic Display & Retargeting

Lookalike Modelling

Paid Social Media

Video Production

Performance Dashboard Updates

Conversion Tracking

Tailored Twitter DM Campaign

Objectives

  • Deliver ticket sales conversions from targeted, multi-platform digital media spend

  • Increase event awareness and ticket purchase intent among hockey fans

  • Drive interest among casual sports fans, ‘Big Eventers’ and South Asian Expatriate audiences

  • Showcase the Men’s Hockey World League as an Elite International Hockey Event

What we did

WePlay’s digital ticketing strategy for this project was formed around three primary channels: programmatic display, paid social media (including paid ad formats and the boosting of England Hockey content) and PPC search advertising.

We incorporated our full stack of technology that resides within PlayEngine, our proprietary programmatic and data-marketing platform. To increase efficiency and reduce media wastage, we were also able to lean on insights gathered from other events at the same venue, such as Six Day London.

In addition to our media activity, our in-house content and production team produced video content designed to engage audiences on social and increase purchase intent.

The campaign delivered 9.1m impressions across digital channels, generating 20,000 clicks to the ticketing website and a campaign conversion rate of 5%.

Wins!


9m
Impressions
20000
Clicks to Ticketing Site
5%
Conversion Rate

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