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ICC boosts ticket sales to the Cricket World Cup with 6% CTR
CASE STUDY
ICC boosts ticket sales to the Cricket World Cup with 6% CTR
Indian cricket fans were ready to pounce with key ‘Tickets On-Sale’ World Cup ticketing entries tailored to their location and preferences, offering direct access to early sales and one click purchase.
15,412 Buy Tickets clicks directly from calendar
Inform highly passionate Indian cricket fans about the CWC staged ticketing release, and facilitate early sales
Deliver smart ‘Tickets On-Sale’ dates directly into calendar based on location and preferences, with direct access to buy.
The ICC Men’s Cricket World Cup (CWC) is the ultimate championship of One Day International Cricket. The event is held every four years, with preliminary qualification rounds leading to a finals tournament. This year the event is in cricket-obsessed India played across 10 venues.
Objectives
- Deliver important ticketing access details, and inform fans on the staged release of tix;
- Promote CWC ticket release dates for non Indian matches to a targeted international audience, to drive sales and fill venues;
- Promote CWC ticket release dates for Indian matches by venue group, to inform fans and facilitate sales.
Strategy
Audience segmentation based on location and preferences, followed by delivery of high impact, timely ticket alerts and on-sale dates, with multiple alerts, ticketing access details, and direct access to purchase where relevant.
Solution
Six separate calendar campaigns were created to deliver the right message, to the right user segment:
- Cricket fans interested in the CWC received a ‘Tickets On-Sale’ entry detailing the process for ticketing access, with direct access to purchase non-Indian match tickets;
- Cricket fans interested in the CWC and located in India received a ‘Tickets On-Sale’ entry for Indian matches, for each venue group, with specific match
Outcome
269K Impressions directly in fans calendar
15412 Buy Tickets clicks directly from calendar
6% CTR click-through to buy tickets
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