CASE STUDY
Washington Capitals
Activating Ticket Sales with Geo-targeted Creative.
0.50%
CTR
$10.80
COST PER TRANSACTION
2k+
PURCHASES
Objective
During an exciting time for the Washington Capitals as they geared up for their Push for the Playoffs, the team needed help driving awareness and ultimately generating ticket sales for the upcoming games.
Solution
With a focus on increasing attendance during their reverse retro jersey nights, Big Happy created 7 attention grabbing and visually engaging 3D AnimatedSunrise units. These units featured the team captain, Ovechkin, skating onto the screen in a retro jersey, shooting, and shattering the screen, which then revealed the upcoming game information and a CTA to ”Buy Now.” To Continue driving relevance, creative was refreshed per game to showcase the upcoming matchup as well as highlight exciting giveaways.
The next step in our strategy was to devise a custom targeting strategy to hone-in on hockey fans and those most likely to purchase game day tickets. By Utilizing Big Happy’s pixeling capabilities, we were able to retarget those that had already showed interest in purchasing tickets, as well as find new qualified audiences to support the Capitals’ Push for the Playoffs.
The next step in our strategy was to devise a custom targeting strategy to hone-in on hockey fans and those most likely to purchase game day tickets. By Utilizing Big Happy’s pixeling capabilities, we were able to retarget those that had already showed interest in purchasing tickets, as well as find new qualified audiences to support the Capitals’ Push for the Playoffs.
Results
Through BigHappy’s Animated Sunrise units, refined data targeting strategies, as well as pixeling, the campaign was able to successfully drive awareness and attribute over 2,000 transactions for The Washington Capitals. To add to the celebration, as the season went on, the Capitals saw boosted awareness while Ovechkin skated towards becoming the 2nd highest goal scorer in NHL history.
"Teaming up with Big Happy allowed us to tap into the boundless potential of mobile and create ads that are not only visually captivating but also emotionally engaging for fans.
The inventive flair of Big Happy’s mobile ad creatives, together with precise targeting, generated a potent mix that drove strong levels of engagement and an exceptional ROAS."
Frank O’Brien
Senior Director, Marketing
Washington Capitals
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