Dive summary:
- The New York Red Bulls do not only have to compete with other soccer teams for ticket sales, but also major teams in other sports in one of the most saturated markets in the country; as a result, the Red Bulls have brought on prominent ad agency R/GA to help increase tickets sales.
- After some market research, R/GA realized the need to broaden the Red Bulls' reach from confirmed soccer fans to a wider audience; examples include targeting soccer moms with summer soccer camp advertising and placing billboards in public transit near soccer bars.
- From ticket data, R/GA realized that most of the sales were from people living within a 30 mile radius of the stadium; the firm then mapped out within that radius who to target.
From the article:
"The agency also sought to increase Red Bulls’ fan targeting through Facebook and Twitter content and ensure Facebook content is consistent with overall messaging. While search is still the best channel for ticket sales, Facebook now follows it."
