Winning gold for the Pan Am Games
Canadian athletes aren’t the only ones who won gold when the Pan Am Games came to Toronto in 2015.
FUSE’s hyper-targeted, hyper-optimized digital strategy for driving fans to events earned gold in the CMA’s new Facebook Mobile Marketing Award category.
What do you get when you launch a campaign that reaches 3.6 million unique consumers, encourages a 4% click-through rate and delivers $1.1 million in ticket sales at an ROI of 700%? Gold in the CMA’s new Facebook Mobile Marketing Award category.
Excitement and anticipation were up for the TO2015 Pan Am Games, but ticket sales were down. Two months before the games were scheduled to begin, Pan Am came to FUSE for help. Our strategy was sport specific and hyper targeted; it included Facebook media buys and content that was designed so that we could respond, in real time, to event needs across southern Ontario. For example, if ticket sales were low for an upcoming women’s rugby game, corresponding ads were deployed to drive sales for that event in real time.
This targeted, localized campaign proved to be highly effective and an undisputed win for everyone: Our client, our audience and FUSE.