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Elevating game day with personalized messaging

Delivering the right game-day message to the right fans requires a dynamic messaging solution. This automated strategy helped the PLL deliver an unforgettable experience for fans in the stands and those watching from home.
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Challenge

Game-day messaging is a key part of delivering an unforgettable game-day experience for Premier Lacrosse League (PLL) fans.

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Of course, ticket holders expect very different messages from fans watching from home. 

Strategy

We leveraged ticketing, location, and behavioral data to create a dynamic game-day journey.

 

Leveraging this multi-source data, we created a game-day journey that ensured fans received only the most relevant reminders and notifications.

Results

This dynamic game-day journey contributed to a record-breaking onsite upgrades (+20% YoY) and increased the CTR of game messaging by 37%.

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Braze Tools: Catalogs, Canvas, API-triggered messaging, liquid scripting
Messaging Channels: Email, push notifications, content cards, and in-app messages 

Understanding where and how PLL fans experienced game day

To deliver for all PLL fans, our team needed to understand three very different game-day experiences.

  1. Ticket holders and fans at the game 

  2. Fans who are watching live 

  3. Fans tracking stats, scores, and highlights


We created a data pipeline to bring ticketing, app, and live location data into our customer engagement platform (Braze). Unifying this data enabled our team to effectively segment fans on game day.

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IAM
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Guiding ticket holders from the garage to the game

We've all triple-checked the date, time, and address of a confirmation email. For ticket holders, a great game day starts with easy access to event information. 

 

Our "Know Before You Go" emails delivered these details directly to fans. Liquid scripting evaluated ticket quantity and type to insert the most relevant information. 

Of course, not every fan on site had purchased their own ticket. Fans who triggered a venue geofence would receive in-app and push notifications directing them to the PLL's "Event Hub."

Making sure fans never miss a moment

Most PLL fans watch from home or track the action on the go. We wanted to make it as easy as possible for this group to tune in.

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Ahead of every game day, we delivered tune-in previews via email and push notification. These messages provided critical tune-in information, matchup previews, and invited fans to engage further with PLL Pick'em.  

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Once games were underway, we used API-triggered messaging to deliver real-time stats and scores. 

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IAM

Protecting the live game experience

For fans already watching live, a generic notification can be a distraction. 

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We used real-time app data to identify fans who were already watching live. Fans who verified they were tuned in with the PLL's "GameSync" feature would receive best-fit in-app prompts instead of generic game updates. 

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Behavior-based game recaps

At the final whistle, our game-day journey delivered scores, stats, and recaps based on each fan's previous actions. 

Did you save a fantasy lineup? > View your team's performance

Who did you pick to win? > View your Pick'em results

Did your favorite player score a game-winning goal? > Relive it here

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Results and takeaways

Unifying fan data helped us identify how each fan was experiencing game day and deliver the most relevant messages at the right time. This personalized journey helped the PLL overdeliver for fans onsite, at home, and on the go.

 

By the numbers:

  • Game-day notifications personalized with user data were opened 8-12x more often than those without

  • increased the CTR of game-day messaging and reminders by 37%

  • Supported a 2x increase in average game-day session duration 

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