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Final Four Guerilla Marketing

A
Alex Rudie

An overview of marketing tactics and strategies, presented by Twin Cities Gateway. Also shows campaign results from their most recent campaign.

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NCAA Final Four
Guerilla Marketing Campaign
Partnership Overview / $20,000 Investment (MediaOne
North America Campaign Execution)
THE STRATEGY:
Drive website traffic to:
• Meet Minneapolis Insider’s
Guide to Championships
• TCG Hotel Landing Page
Final Four Guerilla Marketing
THE TACTICS:
• Geofencing / Sweet 16 Tourney Sites
• Geofencing / Elite 8 University Cities
• Regional Display Ads / Drive Markets
• Contextual Keyword Search
• Native Advertising / Relevant Content
• Retargeting Site Visitors
THE CREATIVE:
CAMPAIGN RESULTS:
• 60% of ads to Insider’s Guide
• 40% of ads to TCG hotel landing page
• 2.6 million campaign impressions
• 11,954 website clicks
• 0.44% click-thru rate
• $1.74 cost-per-click **
Ad

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Final Four Guerilla Marketing

  • 1. NCAA Final Four Guerilla Marketing Campaign Partnership Overview / $20,000 Investment (MediaOne North America Campaign Execution)
  • 2. THE STRATEGY: Drive website traffic to: • Meet Minneapolis Insider’s Guide to Championships • TCG Hotel Landing Page
  • 4. THE TACTICS: • Geofencing / Sweet 16 Tourney Sites • Geofencing / Elite 8 University Cities • Regional Display Ads / Drive Markets • Contextual Keyword Search • Native Advertising / Relevant Content • Retargeting Site Visitors
  • 6. CAMPAIGN RESULTS: • 60% of ads to Insider’s Guide • 40% of ads to TCG hotel landing page • 2.6 million campaign impressions • 11,954 website clicks • 0.44% click-thru rate • $1.74 cost-per-click **
  • 7. TCG RESULTS: • 939,989 TCG hotel impressions • 3,386 website clicks for 22 hotels • 0.36% click-thru to landing page • TCG April hotel page views up 110% • 5% YOY increase in April occupancy The partnership was a “win win” for the partners and created an excellent model for future “big event” opportunities