Not your average opportunity

The NFL wanted to generate excitement for Game Pass: a subscription service that allowed NFL fans to watch their favorite games and teams time and time again. 

They wanted to draw loyal fans towards paid NFL Game Pass subscriptions across the globe, learn more about user behavior, and attract viewers worldwide in priority and new markets. In order to do this, they needed to adjust their programmatic strategy.

Not your average solutions

To reach the NFL’s targets, we went with a three-pronged approach.

Advanced Pixel

We implemented an Advanced Pixel to enhance our targeting strategies predicting user propensity to convert based on on-site behaviors. This also became useful for retargeting.

Real-time delivery

We could go beyond with real-time delivery of creatives, with vast actionable marketing intelligence insights leveraging a custom events sync to pace the campaign based on macro-level sporting events during the NFL season.

Bespoke model

We created a bespoke audience model with our third-party data sources and Adobe DMP of the NFL game viewers.

Not your average outcomes

• Successful campaign activation across 80+ markets
• 57% uplift in NFL Game Pass subscriptions
• 19% drop in real time CPA.