Event Targeting and The Big Tournament: The Perfect Alley-Oop for Mobile Marketers

21
Mar
2017
03/21/2017

MarchMadness

The Big Tournament is in full swing. As one the most exciting times in sports, March is about champions, upsets, cinderellas, and the elusive perfect bracket.

The Big Tournament also draws multitudes of consumers to cities and stadiums all around the country, creating opportunities for marketers to use Simpli.fi’s Event Targeting to create custom audiences out of the increased foot-traffic around each tournament stadium.

Just like with the Big Game in February, we used our own technology to demonstrate the power of creating custom audiences using Event Targeting. For Round One, we concentrated on recording the increase in mobile users the games brought within an approximate 2-mile radius of each respective stadium for all tournament regions (West, South, East, and Midwest.)

For each game day (3/16 and 3/17), we created control audiences on the day before the game to compare against the foot-traffic the games attracted.

3/16

South. Amway Center. Orlando, FL

  • 271,080 user count on 3/15
  • 388,482 user count on 3/16, record amount of users on game day over the whole weekend
  • 43% increase in mobile users, largest percentage increase in mobile users from 3/15 to 3/16

East. KeyBank Center. Buffalo, NY

  • 35,549 user count on 3/15
  • 43,986 user count on 3/16
  • 24% increase in mobile users, second highest percentage increase in mobile users from 3.15-3.16

West. Vivint Smart Home Arena. Salt Lake City, UT

  • 108,913 user count on 3/15
  • 108,428 user count on 3/16, 3rd highest amount of mobile users on game day throughout the whole weekend
  • Percent decrease in mobile user-traffic of -.5%

Midwest. BMO Harris Bradley Center. Milwaukee, WI

  • 84,314 user count on 3/15
  • 97,600 user count on 3/16, third highest user count over the first weekend
  • 16% increase in mobile users from 3/15 to 3/16

3/17

South. BOK Center. Tulsa, OK

  • 24,056 user count on 3/16
  • 29,114 user count on 3/17
  • 21% increase in mobile users, second highest increase from 3/16 to 3/17

East. Bon Secours Wellness Arena. Greenville, SC.

  • 55,776 user count on 3/16
  • 61,741 user count on 3/17, third highest user count for 3/17
  • 11% increase in mobile users, least percent increase during Round Two

West. Golden1 Center. Sacramento, CA

  • 110,252 user count on 3/16
  • 124,647 user count on 3/17, highest amount of mobile users on 3/17 and second highest in game day during the whole weekend
  • 13% increase in mobile users from 3/16 to 3/17

Midwest. Bankers Life Fieldhouse. Indianapolis, IN

  • 63,814 user count on 3/16
  • 79,385 user count on 3/17, second highest user count on 3/17
  • 24% increase in mobile users, highest percent increase from 3/16 to 3/17