An integrated campaign across paid search, display and video to drive record Super Bowl ticket sales

Services: Paid search, Programmatic

Markets: US

The challenge

The previous year, more than 111 million people had tuned in to watch the Super Bowl. And with viewership figures expected to be even higher this time, ticket marketplace TickPick was looking to capitalise on the country’s biggest annual sporting event and boost ticket sales.

With just 73,000 seats up for grabs to watch the Super Bowl live at the U.S. Bank Stadium in Minneapolis, TickPick was looking to target all of those football fans vying for a ticket to the annual event. Therefore, Croud was tasked with delivering an integrated campaign to drive ticket sales and revenue.

The Croud difference

The Croud team planned an integrated campaign across paid search, display and video and developed a hyper-targeted approach in order to tap into TickPick’s audience, using location targeting, as well as household income targeting.

Across display and video, Croud retargeted those users with the highest propensity to purchase, including retargeting those who had visited the Super Bowl blog or other NFL-related content.

Across the entire campaign, messaging was kept clear and consistent, highlighting the low prices and TickPick’s no fees promise. YouTube ads highlighted previous buyers’ positive experiences with the TickPick app.

In the run-up to the Super Bowl, bids were adjusted around key qualifying matches and other game events.

The results


increase in YoY sales


YoY revenue increase

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