SoFi Stadium Digital Advertising
SoFi Stadium
The Client
2,258,927
Estimated total impressions
$9,478
Average conversion value
8%
Increase in ticket sales
About the Client
So-Fi Stadium, the indoor-outdoor sports and entertainment stadium with 70,240-seats, is home to the Los Angeles Rams and Los Angeles Chargers, and it also hosts concerts and other sporting events. Located in Inglewood, California, the stadium targets active people who love music and sports or attending live events.
Promote a second-year college bowl game
So-Fi Stadium began hosting the Jimmy Kimmel LA Bowl, which is sponsored by the late-night host’s show and airs on ESPN/ABC, in 2021. There are more than 40 collegiate bowl games each year, including three in California. Standing out from that crowd can be challenging, especially for a bowl in just its second year.
Our mandate from So-Fi was to promote the 2022 bowl game and spark greater ticket and suite sales than the inaugural game produced in 2021. We decided the best way to do that would be digital advertising, since the majority of sports fans are tech savvy and tend to spend a lot of time on social media sites and watching their favorite teams on live streams.
Working around late announcement of game participants
The Jimmy Kimmel LA Bowl pits the Mountain West Conference champ and the fifth pick from the Pac 10. Like with all college bowl games, no one knows who will play in the game until the regular season concludes–which can make promotion to college football fans trickly. We had less than two weeks to promote the heck out of the chosen teams before the Dec. 17, 2022, game. We also had access to limited assets from each squad for that promotion.
Using digital advertising to reach the right crowd
We implemented a digital campaign, which began two months before the game. This format gave us the greatest flexibility in changing creative for promotions once the Washington State Cougars and Fresno State Bulldogs had been announced as the Jimmy Kimmel LA Bowl participants on Selection Sunday (Dec. 4, 2022).
We knew we would run ads on the So-Fi social pages since they have huge followings. We ran ads on Facebook and Instagram. Additionally, we used Google search and display ads to target people who searched for sports and college keywords as well as those who frequented sports and news websites. We also included Hulu for awareness, as we could target connected TV users who love sports.
We targeted Los Angeles, Orange County, San Diego and Riverside Valley, targeting a radius of people who lived close to the stadium and also reaching fans who could drive in for the eve
Reaching the right people
So-Fi promoted the campaign on its social sites. We used its platforms to connect with many sports fans and promote the game.
Four digital outlets + two months = big returns
The campaign ran on Facebook, Instagram, Google and Hulu from Sept. 22, 2022 to Dec. 17, 2022, the day of the game. Here’s how our campaign timeline broke down:
- Meeting with the client to understand their goals
- Gathering flight dates and budget plus specific targeting information
- Putting together a proposal and sending it out
- Receiving approval on the proposal
- Setting up the ads and sending screenshots for approval
- Pushing ads live after screenshots were approved
- Monitoring the results daily
- Keeping in touch with the client on any pivots in spend, targeting, or updated assets
- Finishing ad run
- Compiling and sending out the final report summarizing all metrics
High impressions from digital advertising
The campaign generated 2,258,927 impressions. With high-priced suites in the mix for sales, it also produced an impressive average conversion value of $9,478
Estimated total impressions
Average conversion value
Increase in ticket sales
Digital experience and strategy produce results
We maximized awareness of the event and improved ticket and suite sales via our detailed strategy and expertise in digital advertising. The event saw an 8% increase in ticket sales over its first year, and the campaign showed people what the Jimmy Kimmel LA Bowl was.
“Our team possesses the right knowledge and skills to carry out a multi-faceted digital campaign like this successfully. We work with many clients who promote events, and we have great expertise in digital advertising strategy.” Gino Sesto, founder & CEO, DASH TWO
-Gino Sesto, Founder, DASH TWO
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