Toronto 2015 Pan Am/ Parapan Am Games
The long stretch leading up to the arrival of the 2015 Pan Am Games needs to be exciting, engaging and shareable. That's exactly why FUSE took on the task.
The Pan Am Games is the 3rd largest sports event in the world. When a city wins them, it can expect the world at its door. The problem is, it can also expect to wait years before anyone starts knocking. The long stretch between winning the games to their arrival needs to be made exciting, engaging and shareable – and just like the athletes and the games themselves, that experience has to be world-class. With this once-in-a-lifetime legacy program headed for Toronto, FUSE set out to ensure the lead-up to the games would leave a legacy too.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
Toronto2015.org: Built on our custom CMS platform, Toronto2015.org was designed to support evolving marketing initiatives. It grew from a website that recruited youth to design TO2015’s mascot, to a pre-games website that drove awareness and inspired participation and then became the official Games Time site. Toronto2015.org became the world’s source for news and information, a retailer of merchandise and tickets and a resource to guide attendees to venues and communicate medal standings. In its final stage of evolution, the site continued to guide spectators through the Parapan Am Games.
Ticket Sales: 2 months before Game day, close to 2/3rdsi of tickets to TO2015 remained unsold! We knew, through social media, we’d be able to significantly improve this situation. Our strategy was sport specific and hyper targeted; it included Facebook media buys and content that drove ticket sales for the Games. Read the full story here!
Volunteer & Recruitment: To run an event as big as the Games, TO2015 needed to recruit volunteers with a variety of specific skills. Using smart creative and real time optimized targeting, our Facebook strategy targeted individuals with specific skill sets to incent thousands of volunteers to successfully run the games.
Mascot Competition: One of our first initiatives was centered on laying the foundation of legacy. To spark early interest and engage the community, we recruited youth to design the TORONTO2015 mascot. A website was created to accept entries, collect votes and was home to The Mascot Diaries - a blog that told the behind-the-scenes story of the mascot’s journey.
- Toronto2015.org attracted and sustained over 22 million visitors.
- In under 30 days, our Facebook strategy reached 3.6 million unique users generating $1.128 million in last minute ticket sales, with an ROI of over 700%.
- Our volunteer recruitment strategy generated 56,000+ leads through Facebook, contributing to the onboarding of 22,000 volunteers at an average cost of $1.97 per volunteer.