Nothing but Net for Single-Game Ticket Sales

Our work with the Oklahoma City Thunder was centered around maintaining their strong single-game ticket sales. We utilized historic data and industry benchmarks to set ticket purchase and cost per ticket purchase objectives around the campaign flight dates of October 9, 2023 to March 17. 2024. The specific objectives are as follows:

• Generate single-game ticket purchases through paid digital channels during the campaign flight dates.
  
• Maintain an average cost per ticket purchase during the duration of the campaign.

To generate single-game ticket sales, our campaign used a variety of digital and social tactics to bring the target audience through the decision-making funnel. As the state’s only professional sports team, it can be said that majority of Oklahomans fall into the Thunder’s fan base and target audience. However, we identified our narrowed target audience through first-party data, retargeting, lookalike and interests. This audience was reached with tailored messages across each tactic to bring awareness, education and ultimately drive ticket purchases. Additionally, we implemented a robust tracking strategy to accurately track final purchases through a third-party ticket provider.

Tactics for this campaign worked to reach the target audience across all stages of the decision-making funnel. Over-the-Top video was utilized to generate hype and awareness of the brand, which was coupled with Sequential Retargeting Digital Display that reached the target audience who was exposed to the OTT video. These tactics worked together to efficiently and effectively bring the target audience through the funnel. In addition, we utilized conversion-driven tactics like Performance Max and Paid Social to reach the target audience with relevant messaging to generate ticket sales.