Case Study

Case study: Ticketmaster and Scottish Rugby on geo-targeted Meta ads

Featured Image: Calum404/ CC BY-SA 4.0/ Edited for size

Earlier this year, Ticketmaster worked with the Scottish Rugby Union on additional promotion for The Famous Grouse Nations Series, leading up to Scotland vs France on August 5. 

The campaign focused on using Meta ads (Facebook and Instagram) to boost ticket sales, encouraging fans to watch Scotland at Murrayfield Stadium in the lead up to the Rugby World Cup in France.

Ticketmaster’s paid media strategy utilised the company’s website traffic activity looking to attend upcoming sporting events, more specifically targeting rugby fans that had previously shown an interest in the Scotland vs France game.

With it being the final push until gameday, the ads focused on geo-targeting local rugby fans with a close proximity to Edinburgh and Murrayfield’s surrounding areas.

Ticketmaster ran two creative variations simultaneously over the course of the campaign to A/B test in-game photography against branded graphics with matchday details. Additionally, split tests were conducted on ad copy comparing the performance of shorter and longer pieces.

For Scottish Rugby, the seven-day campaign resulted in 360,700 impressions, a 180,400 reach, 1,900 link clicks, 156 transactions and 946% return on investment, according to Ticketmaster.

“The team at Ticketmaster were incredibly helpful in providing us with targeted promotional opportunities to drive sales to our Summer Test matches,” said Jeremy Bone, head of marketing for the Scottish Rugby Union.

“We were pleased with the results, which, along with our other marketing activity, positively contributed to our attendances at Scottish Gas Murrayfield.”