After strong success with the Bonus Zone opt-in coupon program developed by LoSasso, Brunswick was eager to test pay-per-click advertising as an option for driving traffic to new Brunswick Zone XL bowling and entertainment centers. Geo-targeted PPC campaigns served ads targeting searchers across a wide range of activities, from casual bowling and laser tag to corporate parties and team building events.

Results:
Coupon downloads and redemption were tracked via campaign-specific barcodes. Form submissions for events, parties and league requests were also monitored. Campaigns averaged a 38% conversion rate for coupon downloads with more than 22% of those redeemed in-center. Program has been highly optimized using click mapping, split testing and conversion optimization to achieve a measurable ROI of more than 400%.

“We have expanded our online efforts into paid search and social media with very strong results in both channels. With the LoSasso's guidance, project management and expertise, we have really embraced the shift in marketing to the online world.”

K. Bart Burger - Vice President of Marketing Brunswick Bowling & Billiards

Brunswick Zone XL centers are nothing like your average bowling alley. 30-sec spots shown on local cable were also incorporated into the landing pages to promote this unique, exciting atmosphere.