During the summer, Ticketmaster worked with the Scottish Rugby Union to provide additional promotion for The Famous Grouse Nations Series in the week leading up to the Scotland v France match on 5 August 2023.
Objective
The primary objective of the campaign was to use Meta ads (Facebook and Instagram) to boost ticket sales by encouraging fans to watch Scotland’s national team at the Scottish Gas Murrayfield Stadium ahead of their departure to France for the Rugby World Cup in September 2023.
Strategy
To achieve the campaign’s conversion objective, Ticketmaster’s paid media strategy focused on leveraging ticketmaster.co.uk’s website traffic to reach more users actively looking to attend upcoming sports events and retargeting rugby fans who had shown an interest in, but had not yet purchased a ticket, for the Scotland v France match.
Due to the nature of the campaign as a final push in the week ahead of gameday, the ads focused on geo-targeting local rugby fans with close proximity to Edinburgh and the stadium’s surrounding areas, who were most likely to convert close to gameday in comparison to fans further afield.
Two creative variations ran simultaneously over the course of the campaign to A/B test in-game photography against branded graphics with matchday details. Split tests were also conducted on ad copy, comparing the performance of shorter and longer ad copy.
Results
The implementation of Ticketmaster’s targeted strategy yielded positive results for Scottish Rugby, driving engagement, conversions and impressive return on ad spend.
In total, the 7-day campaign resulted in:
- 360.7K impressions
- 180.4K reach
- 1.9K link clicks
- 156 transactions
- 946% ROI
“The team at Ticketmaster were incredibly helpful in providing us with targeted promotional opportunities to drive sales to our Summer Test matches. We were pleased with the results, which, along with our other marketing activity, positively contributed to our attendances at Scottish Gas Murrayfield.”
Jeremy Bone, Head of Marketing, Scottish Rugby Union
Learn more about how Ticketmaster’s paid media services have helped drive ticket sales for other clients here.
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