Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
Overview:
A local professional hockey team wanted to get more fans in seats and more eyes on their upcoming themed games and giveaways. With multiple promotions throughout the season, they needed a strategy that could not only drive ticket purchases but also manage a high volume of creative swaps tied to each game night. Their goals were clear: generate conversions in the form of purchases, phone call leads, and page views.
Digital Strategy:
To hit these goals, we launched a Performance Max campaign in Google Ads. This event-driven campaign type harnessed Google AI to optimize bids, budgets, audiences, creatives, and placements across all of Google’s channels including Search, YouTube, Display, Discover, Gmail, and Maps. We tailored targeting to align with hockey fans and live event enthusiasts, leveraging categories such as In-Market for Event Tickets, In-Market for Sports Tickets, Frequently Attends Live Events, and Sporting Event Tickets. Hockey Search Themes were layered in to capture open-ended queries fans might use while browsing for events and entertainment. Retargeting tactics rounded out the campaign, ensuring the team stayed top-of-mind as fans considered how to spend their game night dollars. The campaign ran from November 7 – March 5 (with short pauses around game schedules), giving the hockey team consistent visibility during peak ticket-selling periods.
Results:
This digital “hat trick” delivered results that would make any coach proud and got the assist with a next season campaign renewal:
•5,018 Interactions showed that fans were actively engaging with ads.
•12,098 conversions were a clear indicator of fans moving from ad to action.
•17,111 Events tracked along the way, reinforcing the event-driven strength of Performance Max.
•An impressive 23.20% Event Rate, highlighting strong alignment between targeting and audience interest.
