The Challenge
Coca-Cola is a sponsor of the St. Petersburg Grand Prix. Coca-Cola longed to prompt people to go to the St. Pete Grand Prix website in order to receive a discounted price for 3-day Grand Prix passes.
THE SOLUTION
To run two different campaign tactics—one run up until the week of the race, utilizing creative that prompts engagement with an incentivized offer for a 3-day race pass, and a second run for 1 week during the week of the race, utilizing creative that prompts people to bring a Coke product to the race in order to receive an incentivized ticket price. We used demographic data providers to target audience members within the demographic parameters of past Grand Prix events in FL, and ran on premium media publishers local to the Tampa area.
The Results
Both strategies in place helped to lift race ticket sales, as well as purchases of Coca-Cola products in the immediate area. Viewability remained over 55%, and our CTR was above .2% both daily and in average over the course of the campaigns.
Education
education
vipre
Coca-Cola
Beverages Florida
Beverages Florida