Case Study: Isle of Man TT grows TT+ Live Pass subscriptions with Digital Willow

Isle of Man TT grows TT+ free subscribers to 45,000 with Digital Willow

The Isle of Man TT, a world-famous annual road racing event, sought to grow subscriptions for its TT+ Live Pass, which provides exclusive live race broadcasts and content. Digital Willow was tasked with driving paid subscriptions for this platform while also expanding its global fan base of free subscribers.

Digital Willow implemented a three-phase multi-channel digital campaign using META, Google Search, YouTube, and Programmatic Display advertising. The strategy involved retargeting past customers and engaged users before broadening reach to new audiences and finally optimizing for conversions. As a result, Digital Willow successfully hit the campaign's subscription target for paid Live Passes sold at a cost per acquisition below target and also achieved over 45,000 new free subscribers for the TT+ platform.

Isle of Man TT