European Professional Club Rugby

Drive tickets sales to the 2017 European Cup and Challenge Cup Finals.

Intro

For the first time the European Champions Cup and European Challenge Cup were heading to Murrayfield the home of Scottish rugby.

The organisers of the tournament wanted to promote both matches to loyal rugby fans across Scotland, the north of England and Ireland, as well as target the fanbase of semi finalists and finalists teams.

Objective

Connect with the 500,000 registered rugby union supporters on Pitchero and make them aware of the cup finals, including dates, location and ticket prices.

Only send emails to users who match the buyer profile of the event (provided by the organisers).

Target the final group game stages, quarter finals and semi finals.

Send time specific emails to fans. Example; Send an email to Pitchero users within 30 miles of a winning semi final team within minutes of the game finishing.

Delivery

A. Email campaign delivered to 350,000 Pitchero users.

B. Display banners promoting the event across 1,100 rugby union club websites.

C. Competition to win tickets.

Created a dedicated landing page

Capture and share data for all entrants with EPCR

Results:

358,989
Emails sent

90,243
Opens (av 25% open rate). 8,904 clicks (9.9% av CTR)

4,567
Entrants to the comp (provided data and opt in for EPCR marketing consent).

Winner announcement email had 53.8% open rate.

18.2% CTR rate on the competition launch email.

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