The document discusses a social commerce campaign to drive ticket sales for a 2012 tennis event. It notes that the 2011 event was unsuccessful with only 87 tickets sold. To address this, the campaign created the first ever Facebook on-sale event fully integrated with the ticket seller to reward loyal fans with early access to tickets. This resulted in a 587% ROI, selling 16 times more tickets than the previous event and significantly higher social media engagement.

1. SOCIAL
COMMERCE
WORKS

2. 2
THE OBJECTIVE
DRIVE TICKET SALES FOR THE
2012 USTA ON-SALE EVENT
WITH MAX IMPACT & BUZZ …

3. 3
THE CHALLENGE
2011’S EVENT
WAS NEITHER
BUZZWORTHY
NOR SUCCESSFUL
87 TICKETS SOLD 2011 USTA ON-SALE LAUNCH
TIMES SQUARE, NY

4. 4
THE INSIGHT
DRIVE & REWARD
NEW YORKER FAN
LOYALTY WITH WHAT
THEY REALLY WANT –
EARLY ACCESS TO
TICKETS

5. 5
THE IDEA
CREATE THE FIRST EVER FACEBOOK ON-
SALE, FULLY INTEGRATED WITH
TICKETMASTER

6. 6
BLOGGER SEEDING
PAID SOCIAL
LIKE TO ACCESS
BUY ON FACEBOOK
THE PLAN IN ACTION

7. THE RESULTS
• ROI OF 587%
• 16X MORE TICKETS SOLD THAN HISTORICAL
ON SALE EVENT
• TOTAL OF 9.5MM SOCIAL IMPRESSIONS
• 50% HIGHER MONTHLY ENGAGEMENT ON
FACEBOOK