Case Study

Pacers Sports & Entertainment

Case Study

Challenge:

Professional Sports veteran Pacers Sports & Entertainment, known for blue-collar gold swagger and embodying Indiana basketball, required a secondary approach to support their ticket sale campaign of gaining more new season ticket holders for the 2019-20 season. The campaign aimed to work in tandem with the current season’s ticket goals for regular season and playoffs.

Solution:

We crafted a 3-pronged campaign with unique creative and messaging, tailored to the different needs and preferences of the Pacers’ multiple audiences, while still tying into the same overall brand look and feel.

Results:

The campaign garnered over half a million impressions across all platforms. We secured nearly 2,000 link clicks, leading to an efficient cost per lead.

“We maximized our results from this campaign through the variations in each prong of the campaign. Through testing, we were able to see which ads were performing best and capitalize on that knowledge to optimize creative and messaging along the way.”

– Ethan Thomas, Marketing Specialist

Our Approach

Our team was tasked with addressing a variety of season ticket options. Between full season, half-season, and mini “Fan’s Choice” ticket plans, each plan is tailored to fit the needs of different audiences based on price point.

We also tied in the overall season ticket campaign with the ticket sales team’s email campaign in order to share the love and boost overall ticket sales, offering another engagement opportunity for fans not ready to purchase a season ticket option.

We used the 2018-19 playoff brand direction as a starting point to develop updated creative for the campaign, along with specific messaging to target potential season ticket purchasers.

Messaging

Each of our audiences had different needs and wants, and therefore required different messaging. We tailored messaging to each segment of fans based on whether they were more likely to be interested in the full, half-season, or mini “Fan’s Choice” ticket plans.

We designed the different ticket plans based on audience and marketed them according to price point. We then developed multiple copy and messaging variations for each segment, and tested which variation performed best before executing fully with the highest-performing option.

Design

In designing the look and feel of the campaign, we used the Pacers’ existing brand guidelines as a starting point, and then pushed them a few degrees in a new direction. This ensured the new campaign reflected the iconic Pacers brand, while giving it a unique edge to distinguish it from other ticket campaigns.

Similar to the variations in messaging, each campaign set had multiple design variations and player variations to test. We used a combination of both single image and carousel ads to showcase multiple player options and to better use the ad formats available on Facebook to cater to various target audiences.

Advertising

We used Facebook, Instagram, and digital advertising platforms to execute the campaign. Facebook and Instagram have proven to be the best social platforms to reach ticket buyers, and both platforms have audiences open to making purchasing decisions. We also advertised in local Indianapolis publications IndyStar and Inside Indiana Business as they’ve previously shown high conversion rates for Pacers ads.

In addition to digital ads, we created a strong visual brand presence through out-of-home ads. These featured the same bold visual concept as the digital ads, but in a larger-than-life format within Bankers Life Fieldhouse and across the city of Indianapolis.

Project Overview

TEAM: Sabreena Sorrell, Ethan Thomas, Matt Newton, Nick Pasotti

CLIENT: Pacers Sports & Entertainment
INDUSTRY: Sports and Entertainment
SERVICES: Digital Advertising

Similar Projects

Cummins
Work

Cummins

View Project
Indiana Hospital Association
Work

Indiana Hospital Association

View Project