Bringing the Olympic spirit back to Lee Valley for the Men’s World League
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
Programmatic Display & Retargeting
Paid Social Media
Performance Dashboard Updates
Tailored Twitter DM Campaign
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%.