Score a touchdown with event-based marketing around live TV events

Published on February 06, 2023
Valerie Williams
Senior Content Marketing Manager

From the kickoff to the post-game gatherings, televised sports like the Super Bowl drive significant demand for delivery services for food, drinks, alcohol, and more. Convenience retailers and quick service restaurants that deliver see a surge in sales of classic crowd-pleasers such as wings and pizza – with 48 million people reportedly placing delivery orders on Super Bowl Sunday. The Super Bowl may be one of the biggest sports events of the year, but there are thousands of demand-driving sports games you can tap into with an events-based marketing strategy.

Let’s explore how to use event-based marketing to take advantage of the increased demand for food delivery driven by the Super Bowl and other televised sports events. 

Use live TV event data for insight into demand driven by televised sports

Pinpoint the impact of televised events like the Super Bowl with Live TV event data – which forecasts the viewership of major games at the county level, including top US sports leagues such as the NFL, MLB, NBA, and the NHL and it includes the top 100 most-viewed sports games such as golf tournaments and boxing matches. 

Companies in the delivery space or that have a delivery arm to their business use this data for insights into any potential drivers of demand in advance, unlocking their ability to: 

  • Better target their promotions and discounts around televised events their audience cares about 

  • Gain an edge over their competitors that aren’t yet making use of televised viewership data

  • Integrate televised sports events into a marketing calendar to optimize event-based marketing promotions and discounts 

  • Understand which counties will experience a surge in ordering, especially if the game is on the other side of the country and so not top-of-mind for planners

Once you identify televised sports events that will drive demand for your business, you can use these insights to better allocate your marketing resources. Let’s take a look at a real-life example of how the convenience store 7-Eleven uses event-based marketing to drive success for their 7NOW delivery service – and how you can use live TV event data to do the same.

Case study: How 7-Eleven covers its bases with event-based marketing 

In preparation for the 2019 Super Bowl, 7-Eleven expanded their 7NOW delivery service, offering event-based promotions such as $3 whole pizzas that resulted in a significant sales lift for the company. 

Since then, the convenience store chain has only upped the ante with free delivery-only pizza and a free small Slurpee with orders of $10 or more via their mobile app for the 2022 Super Bowl. This is a prime example of capitalizing on interest sparked by the big game to promote can’t-miss deals available exclusively in their app. 

How to replicate 7-Eleven’s success:

  • Identify events that drive demand for your products, whether real-world events or live televised sports games.

  • Once you’ve identified these demand catalysts, identify a valuable call-to-action you want to drive people towards. Ideally, it’s something that gives you ongoing access to these new customers, such as downloading your app or signing up for a membership or similar.

  • Launch unique event-based offerings that capitalize on the buzz and excitement around the event to drive people to convert. 7-Eleven was in a position to offer competitive discounts in exchange for more app users. 

  • Offer limited-time specials such as uniquely packaged meals or secret menu items

  • Take advantage of social media marketing with contests that encourage user-generated content, or post TikTok videos featuring your products, services, or store locations.

  • Host pop up shops and kiosks at key public transportation hubs during high-volume events where you can also offer samples or taste tests of your products.

  • Collaborate with local event organizers to sponsor the event, and cross-promote your products or services to increase brand awareness.

Find untapped local and televised sports to target your marketing efforts around

This year, Super Bowl weekend (February 9 - 12, 2023) is predicted to drive $123,780,000 in spending – which represents Phoenix, Arizona alone. By making use of predicted event spend, predicted viewership, and other granular details provided by intelligent event data, businesses can identify key events to focus their targeted marketing efforts around.

The Super Bowl is easily the most visible TV sports event – but there are thousands of sports events taking place globally each year, which you can use as a launchpad for event-based marketing efforts. 


Start tracking events influencing demand for your business locations today. Sign up for your free PredictHQ account today to identify impactful local and televised sports to target your marketing efforts around. With our Location Insights tool, you can track three locations of interest for free, forever.