June 15, 2023
The Drive to Fill the Stands
Since 2020, Parable has been honored to work with the XFL as their go-to digital marketing partner, and we’re proud to have been a game-changer for the league.
Before teaming up, the XFL’s traditional marketing efforts and collaborations weren’t getting the ball across the goal line in terms of ticket sales. That’s when Parable got brought into the game to boost ticket sales for the league.
As the XFL geared up for the season opener, we launched a highly targeted ticket sales campaign aimed at hyper-specific audiences interested in football in key markets, including New York, Washington, D.C., Los Angeles, Dallas-Fort Worth, and Houston. Over four weeks, Parable tapped into our unique data to drive sales by delivering digital ads to football enthusiasts in these key markets.
The results were game-changing.
As the next season’s preparations began, Parable tapped into our specialized targeting to create unique, custom audiences with our captured data that allowed us to engage with football fans through various strategies. First up, we built excitement and awareness for the upcoming XFL season among attendees of college football games in league markets. That was expanded to reach fans at the Pro Bowl in Las Vegas, too.
Next, we created unique, custom targeting based on the data we captured, which helped us focus on specific groups of people in the XFL markets who had a strong affinity for the league. We then engaged broader NFL and XFL fans across digital channels to drive season and single-game ticket sales for multiple XFL teams.
Achieving that goal meant using geofencing and geofarming alongside purchase and social engagement data to build and refine custom audiences throughout the season.
We continued that drive through the playoffs, all the way to the championship game in San Antonio.
Anyone can buy digital ads, sure.
What makes Parable unique is the data that allows us to pinpoint the right people, deliver the right message at the right time, and motivate those people to act by a specific date.
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