Case Study

The Star

State of Origin “Game 2”

The Star

State of Origin “Game 2”

Business challenge:

The Star challenged us to help them drive attendance to their 24/7 Sports Bar during State of Origin Game 2 – which is played out of state.

Insights:

When the game is out of state, die-hard NSW fans who enjoy going to see live rugby, still want to watch the match in an exciting environment surrounded by other NSW fans.

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The idea:

To geo-target the fans that went to ANZ Stadium for Game 1 to allow retargeting in the lead up to Game 2. m2m worked with Accuen and Blis to capture the fans that went to Game 1 and then worked with Airwave to create an interactive mobile ad unit to drive them to watch Game 2 at The Star’s 24/7 Sports Bar.

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The Result:

We achieved a 24% increase in admissions to the 24/7 Sports Bar year on year and 3.5% increase in property visitation.

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