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Final Four Guerilla Marketing

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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
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 **
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

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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
  • 3.
  • 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