Australian Open chalks up strong ticket sales with chatbot

Tennis Australia's social chatbot aims to encourage fans of the game to purchase tickets earlier and via social channels

A new chatbot designed to help Tennis Australia directly sell tickets to the Australian Open 2018 via social media has chalked up 170 per cent more conversions than its traditional go-to-market model.

The sporting organisation partnered up with Zenith Melbourne in October to launch a Facebook Messenger bot that guides users through the different types of tickets available for the upcoming Australian Open, then links them directly through to Ticketek’s payment page to complete the purchase.


The ‘Australian Open Ticket Finder Bot’ was launched on 10 October as part of a paid advertising campaign on Facebook, which in turn sits in a wider multi-channel program of activity for the Australian Open across TV, outdoor, radio, online video and direct response such as paid search, display and social.

In its first week, the bot delivered 170 per cent more conversions than linking users directly to Ticketek, Tennis Australia said, at a lower cost conversion rate. More than 600 conversations have taken place within the bot, generating 141 conversions and 25 times the return on investment.

Tennis Australia’s intention was to target fans who wait to purchase tickets closer to the tournament dates.

“We were excited when Zenith presented some innovative ideas for our campaign, which included the messenger bot,” said Tennis Australia marketing manager for events, Tanya Tribuzio. “The functionality was impressive and how it enabled our fans to easily navigate through to find the best tickets for them, all within a familiar platform. We are very happy with the initial result.”

Zenith Melbourne head of digital, Kevin Alphonso, said the ambition was to make it easier for users to find information and transact online.

“The messenger bot enables users to interact with the Australian Open brand seamlessly within a platform that they already use, and it is already delivering leads at a higher ROI than some other tactics,” he said. ‘

Tennis Australia isn’t the first to bring bots to the Australian Open. Blackmores launched an AI-powered 'wellness' bot at the 2017 Australian Open aimed at helping consumers stick to their New Year’s resolutions.

And there are a number of other Australian brands embracing bots as a way of improving real-time customer engagement via social since their debut last year.

Read more: Chat bots: How to use them commercially right now

Domain Group, for example, launched a messenger bot last year enabling consumers to find property information by searching any location and dropping a pin. The bot instantly showed properties relevant to their location or search.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in