Solution

We approached this challenge not as a content distribution task, but as a CRM-led audience movement exercise. Our goal was to create demand for an experience that the fans didn’t yet know they needed and then to drive them to the Mobile App to engage. Working closely with the franchise’s digital team, we crafted a campaign strategy focused on driving Mobile App DAUs during practice Live streams.

Key elements included:

Audience Segmentation: We used first-party data from the App and Website to create custom segments: power users, returning fans from last season, push-opted audiences and users who had shown interest in behind-the-scenes content.
Omni-Channel Promotion: Coordinated push notifications, emailers and social media posts were timed around live sessions, with dynamic creatives featuring marquee players, countdowns and sneak-peek teasers.
Trigger-Based Reminders: Fans who clicked on pre-stream promotions but didn’t tune in were re-engaged with “you missed it” clips and upcoming session nudges.
In-App Experience Optimization: We ensured that once fans entered the App, the Live stream was front and center, thus eliminating friction, improving discoverability and creating a habit loop.

This wasn’t just a media campaign. It was a digital behavioural nudge at scale.

Beyond the Match: How Live Practice Streaming Became a Digital Growth Engine

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