Having confirmed Johnny Vegas as the feature for the season launch video, WePlay were engaged to take this piece of content to the mass market.
This campaign was split into two phases; driving awareness of the season launch and converting that awareness into ticket sales.
With tracking pixels placed at every stage of the journey, for both programmatic (automated ‘ai’ based media buying) and for paid social media across Facebook, Instagram and Twitter, we were able to track the full customer journey.
A digital media strategy was developed to incorporate each of the target demographics, key interests and categories to buy against. We created an accurate RFL site list of the top 500 websites that RFL fans would visit on a monthly basis to ensure an efficiency of spend, leaving no wastage by going after irrelevant networks of audiences.
The targeted media campaign delivered, successfully reaching the core RFL fans, as well as wider casual fans and big eventers with 1.4m video views and a top trend on Twitter for the RFL BetFred Super League 2017 season opener.