CHALLENGE
Launching a new sports team is difficult,
but launching a new team within a new league in an unproven professional sport
is even more challenging.
INSIGHT
Our advertising needed to ramp up quickly and the activation tactics had
to grab our share of near-term demand, but we first had to develop a level of
awareness to get as many people into the purchase funnel as possible while
balancing the need of hyper-targeted tactics within the arena-adjacent
geography.
STRATEGY
Establish the Atlanta Vibe as a
top-of-mind entertainment option through broad awareness channels, give fans a
reason to regularly attend games and purchase season tickets through
consideration tactics, and align lower funnel conversion activity to provide
the best chance of selling out the inaugural game.
Full-funnel
plan included Out of Home, zoned Cable in the target-rich zip codes closest to
the arena, CTV to capture cord-cutters in key zips, Paid Social, Programmatic
Digital Display, and Paid Search.
RESULTS
Thousands of single-game and season
tickets sold before the first game Full Google Analytics 4 integration and custom
performance dashboard for real-time optimizations to drive higher conversion
volume
"Triunion isn't just a marketing agency; they're integral members of our team, going above and beyond to ensure our success. Their expertise and dedication make them an invaluable asset, and working with them has been nothing short of amazing."
