Oregon Ducks

Using data to sell out home games and boost the fan experience

Success highlights

hand pointing on a phone representing clicks of leads

424 conversions for a single game

dollar sign within a circle representing cost per lead

14x return on ad spend

crosshairs hitting a star showing hyper targeted advertising

Hyper-targeted campaigns from Umbel insights

We’ve had tremendous success using Umbel to gain valuable insights into our fanbase and to use those insights to sell tickets across multiple sports.

 

— John Brewer, Assistant Athletic Director of Marketing & Sales, Oregon Ducks

Background

Selling individual game tickets for key home games

The Oregon Ducks marketing department had a tall order: sell out important home games and create a high-energy atmosphere for both players and fans.

Details

Targeting high-value fans with creative campaigns

The Ducks enlisted Umbel to drive ticket sales. They ran data collection campaigns to gain insights about their fans and then used this data to run highly-targeted ticket sales campaigns on Facebook.

To collect data, the Ducks gave fans the opportunity to use social login to enter to win a chance to take the field with the football team.

Achieving 14.3x return on ad spend

The Ducks collected thousands of new fan profiles and consistently achieved strong returns on ad spend from their ticket sales campaigns, including 14.3x ROAS for a game against a Pac-12 basketball rival.

The success of the campaigns prompted the school to apply the same model to sell tickets to events like the NCAA Track and Field Championships.

The Ducks found that their fans had unique affinities for specific airlines, resorts, casinos and a local coffee company. They then targeted people with similar affinities.

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