The College of William & Mary sought assistance with ticket sales for their basketball season. With a layered approach, MLive Media Group used lat/long tactics (also known as geo-fencing) for William & Mary Athletics to target students on campus, with messages specific to student ticket pricing. List-matching and social media targeting was used to find alums within a specific radius of campus, and those viewers were encouraged to engage with the purchase of season or single tickets. Additional audiences with an interest in basketball, special events or sports were also targeted and delivered messages around the affordability of tickets, and specific athletic events and dates.
Goals:
• Improve attendance at Mens Basketball Games
• Improve attendance at Women’s Basketball Games
• Increase Engagement with Tribe Athletics by Students and Alum
• Increase Awareness of Special Student Ticket Pricing
Overall, the William & Mary Athletics campaign achieved record attendance for the University, tripling the men’s basketball audience and quadrupling the women’s audience YOY.
Women’s Basketball ATTENDANCE
Men’s Basketball ATTENDANCE
CREATIVE EXAMPLES:
DISPLAY ADVERTISING
SOCIAL
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