Ticketmaster
AOL's buy.at Affiliate Network developed a customized “EventEngine” campaign widget to support Ticketmaster’s viral marketing efforts, extend their reach into communities across the web, and ultimately drive more ticket sales.
The Challenge:
Branching out from traditional sponsorship efforts, Ticketmaster recognized the power of community and word-of-mouth advertising in driving ticket sales, and aimed to extend their reach across online communities. The company searched for an affiliate network with the flexibility to provide a custom solution using “Web 2.0” widget technology, and the expertise to strategically guide their marketing efforts as a new entrant in the affiliate marketplace. Ticketmaster ultimately chose to work with AOL's buy.at Affiliate Network based on the company’s expertise, experience, and ability to provide flexible and innovative technology solutions.
The Solution:
Our buy.at team partnered with Ticketmaster to build a fully customized “EventEngine” widget solution. This application enables affiliates to promote specific Ticketmaster events on their websites and blogs to generate the strongest response from their online community. In addition, affiliates can use EventEngine to customize the color and style of the banners to best match the design of their site.
The Results:
The program accomplished Ticketmaster’s goal of creating a viral widget campaign to extend their reach in the affiliate marketplace. The powerful combination of Ticketmaster’s brand with buy.at’s custom EventEngine technology is attracting a large fan base of new affiliates and ultimately driving a growing number of ticket sales. Even without active recruitment (while in beta), affiliate applications increased at an average rate of 10% each week.*
Additionally, the Ticketmaster EventEngine campaign is successfully enabling a broader spectrum of affiliates to deliver the most attractive and relevant ad to their audience. Of the affiliates currently signed up for the program, over 20% are actively driving sales, which is well above the industry average.
