The Brief
Sports Marketing agency, MKTG Sports & Entertainment, have been working with Cadbury for many years with an overarching brief is to support Cadbury with campaigns, activations & ticketing, in association with their club partnerships via the Cadbury FC platform. Dataflow were asked by MKTG to build a bespoke system to manage ticket distribution to support their ‘Match & Win’ campaign, built around Cadbury’s sponsorship of the Premier League.
The Solution
Our solution drew on two of our central capabilities: Our unique database structure and our ability to totally customise this structure to accommodate requirements.
Design
Working with MKTG, we delivered a unique, playful but easy to follow process for Winners to select their preferred match tickets.
Website
The site itself was straight-forward. A Winner selected the club they support, viewed matches with available tickets, selected that match and advised of additional details as required.
The database structure was somewhat more complex as ticket availability was not only split between Cadbury’s retailers, but also between the work groups within these retailers. We were able to deliver these requirements due to our Market division capabilities. We also needed to hold back availability for the later half of the season to ensure that early winners did not take all of the most popular matches at the start of the season.
Having sorted out this requirement, additional distribution modules were added to the platform to support other marketing and employee engagement campaigns.
The Outcome
“The system provides a professional experience for all ticket holders as they engage with Cadbury FC. Data capture is efficient and allows the ticket holder to concentrate on what really matter – their excitement at attending their chosen match! A good guest journey is key to any well run experience and Dataflow provide all the tools necessary to make this possible”