The Problem

When one of Sports Thread’s ticketing partners—a professional hockey organization—needed to increase fan engagement and revenue, they were running into issues with previous strategies for fan engagement and sales. They decided to host a pre-game experience before a home game and asked Sports Thread how to best utilize our system to market and sell the pre-game party package.

The Analysis

Sports Thread looked at two key factors: first, did fans know about the pre-game experience? Second, what was the best way to convert sales once people were aware of the pre-game experience? With these factors in mind, we went to work to help our partner make this a resounding success.

The Solution

Sports Thread helped design a targeted marketing campaign using our audience segmentation tools. We built unique fan lists based on attributes like age, ticket-buying habits, and more. This allowed us to highlight different value propositions for each group.

We then created custom ticketing banners that promoted both the game and the pre-party experience. As fans moved through the ticketing flow from our targeted campaigns, they had the option to add the pre-party to their ticket for an additional cost.

Fans who purchased game tickets but skipped the pre-party were later retargeted with follow-up marketing, encouraging them to buy pre-party tickets separately.

The Results

Figures reflect campaign performance for the referenced home game and related pre-event upsell flow.