NFL On Location
Driving Super Bowl Ticket-Package Sales
We developed a three-phase campaign to position the NFL On Location events as an unforgettable experience.
In phase one we segmented our audience into three categories, driving our content creation:
- Business All-Stars: C-Suite individuals seeking luxury experiences
- Legends: Social climbers wanting to say they’ve done things
- Gift Givers: Individuals looking to splurge on holiday gifts
In phase two, we designed a distribution strategy that refined itself with each playoff win. We optimized content, targets, and rode the excitement of the playoffs euphoria.
When phase three rolled around, we’d been hyper-targeting Atlanta and New England fans on social for over two months. In the two weeks leading to the Bowl, we put out a final push to drive purchases.