The true essence of the Miami HEAT’s culture is embodied by HEAT Nation — the loyal and passionate fanbase that consistently brings unmatched energy to the Kaseya Center.
Recognizing the home-court advantage HEAT Nation fuels, the Miami HEAT began seeking ways to maintain the high-energy atmosphere at the Kaseya Center as the 2023-24 NBA season progressed.
Challenge: Maximize Sell-Through for Remaining Regular Season Games
When Ticketmaster Promoted launched in January 2024, the HEAT were intrigued by its potential. Midway through the regular season, they were looking to amplify awareness of available single game tickets and soon became one of the first professional sports teams to leverage the platform to reach this goal.
Solution: Leveraging Promoted Ads to Boost Awareness
Promoted Ads offer Ticketmaster clients a unique opportunity to connect directly with fans on Ticketmaster.com, increasing visibility and engagement in a fresh and impactful way.
Ticketmaster’s Promoted Ads have given the HEAT a great opportunity to target customers that are already in the ticket-buying mindset and efficiently drive them to our single game tickets. We’re excited about the results we’ve seen so far and will continue to invest in Promoted Ads as the 2024-25 basketball season gets underway.”
Matthew Jafarian
Executive Vice President of Business Strategy, Miami HEAT and Kaseya Center
Flexibility and Control
With Promoted Ads, there is no minimum campaign budget requirement or monthly subscription costs, making the service both straightforward and accessible for event marketers with any budget.
In February 2024, the HEAT launched their Promoted Ads campaign with Ticketmaster, which continued through the end of the season. Throughout the campaign, the HEAT had full flexibility over timelines and budgets to determine when to promote inventory and how much to spend.
Promoted’s self-serve capabilities also gave the HEAT flexibility to adjust strategies in real time. They could easily boost promotions for individual games with just a few clicks, quickly adapting to changing demand.
Premium Placements to Reach Motivated Fans
Another key feature of Promoted Ads is the ability to reach motivated fans at the right moment — when they’re actively searching for their next event — through premium placements on Ticketmaster.com. Ticketmaster clients can choose from various ad options and only pay when the ads are clicked.
The HEAT utilized several different placements on Ticketmaster.com, including Spotlight Tiles on the homepage, sponsored listings in search results and on-site display ads, all designed to maximize visibility and drive engagement.
Success in the Stats
Overall, the HEAT’s digital marketing campaign utilizing Promoted Ads was very successful, achieving an impressive return on ad spend (ROAS) and driving millions of impressions.
Campaign Results
4.5x
ROAS
3M+
Impressions
Focusing on individual placements on Ticketmaster.com, the Spotlight Tiles were particularly effective, achieving an outstanding ROAS of 6x.
Spotlight Tile Results
6x
ROAS
2.5%
Click-thru rate
By leveraging the capabilities of Promoted Ads, the HEAT successfully maximized sell-through to close out the season, attributing the sale of thousands of tickets to this campaign.
Following this remarkable success, the Miami HEAT plan to continue utilizing Promoted Ads during the 2024-25 NBA season.
Elevate Your Event Marketing With Ticketmaster
The Miami HEAT’s achievements with Promoted Ads exemplify how Ticketmaster’s marketing solutions can help you connect with the largest ticket-buying audience in the world.
At Ticketmaster, our primary goal is to ensure success for our clients. We are committed to providing our clients with the tools and resources to engage audiences effectively. Our representatives work closely with you to develop strategies, take action and achieve your business objectives.
If you’re an existing client and want to learn more about Promoted Ads and explore Ticketmaster’s marketing capabilities, please get in touch with your Ticketmaster representative.
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