Theme nights play a vital role in driving ticket revenue in the American Hockey League, serving to attract a broader audience and increase ticket sales. For our Disco Night, I strategically used all facets of our digital marketing to help make it one of our most successful revenue nights of the season. With a focus on email marketing and digital ads, we were able to reach a wider audience than our regular, most ardent supporters. The ad spend on Facebook and Instagram was particularly successful with a 605% ROAS.

Those pushes were then further supported by consistent organic social media reminders about the upcoming game, promotion of the giveaway, and easy paths to purchase tickets.

On the actual night, I continued to stay in theme across all platforms, using ‘Disco’ themed copy and continuing to highlight additional revenue paths for the team, specifically pushing the audience to the game-worn jersey auction to help our Community Relations department.

Despite the team not performing on ice, the night came together to be one of the most successful and well-remembered of the season.