Case study · Watch parties · Toronto
World Soccer Party filled Toronto watch parties on a C$1,000 creator budget
Seven Toronto creators, all booked on Onlure, reached fans and venue owners during the World Cup. By the time guests boarded WSP's yacht watch party, every visit was set to count for the creator who sent them.
- Toronto creators, all booked on Onlure
- 7
- Total creator budget
- C$1,000
- Views on their Reels and TikToks
- 30,000+
- Challenge
- WSP needed fans and venue owners at once, during a tournament that wasn't going to wait for an ad test. It also wanted to know which post sent which people.
- What they did
- Seven creators posted Reels and TikToks, one script per audience, and before the yacht watch party Onlure set up wallet passes and stickers on board.
- Result
- The posts passed 30,000 views, WSP counted thousands of fans at its venues, and the yacht's visits went to the creators who brought each guest.
The challenge
Two audiences, one tournament
WSP lists the bars, restaurants, patios and city festivals showing each World Cup match, and fans use it to find a loud room nearby. It only works when both sides show up. Fans won't browse an empty list, and venues won't list where nobody's looking.
The World Cup reached Toronto on June 12, which gave WSP about five weeks, and paid ads had never told them which post sent which people. This time they wanted to know.
What they did
One script for fans, one for venues
The bookings went in on June 16, five days into the tournament. Each video had one job. The fan version opened with "Game day watch parties in Toronto are bringing football fans together this summer" and sent people to WSP's listings. The venue version opened with "Toronto venues are about to look different this summer" and pointed owners to WSP's partnership page.
More Reels and TikToks went up through mid-July, as the knockout rounds were played.
On the yacht
The tracking was on board before the guests were
For its yacht watch party, WSP didn't want to guess who had come because of which creator. Onlure set everything up before anyone boarded. Each creator's link gave fans a pass for Apple Wallet or Google Wallet, and Onlure stickers were placed on the yacht.
A guest tapped their phone on a sticker, or staff scanned the pass, and the visit went to the creator whose link had brought them. WSP saw each creator's crowd, not just one total for the night.
“We booked 7 creators on a C$1,000 budget for our World Cup activation, and they drove thousands of fans into our venues. That's the kind of turnout we'd normally spend ten times as much to reach. For the first time we could see exactly which creators filled the room — and book them again.”
World Soccer PartyWatch parties · TorontoThe creators
Three of the seven
Darina @darina_venertseva
Posted first, on June 17, with a Reel for fans and one for venues, then put both on TikTok.
Shanelle @shanellevaz
"Toronto, this is our summer" passed 14,500 views on its own.
Taya @tayaatadevosyan
Opened her venue Reel with "Turn every match into a packed house" and reached 3,000 views.
Four more Toronto creators posted for WSP.
Creators were booked and paid through Onlure.
Takeaways
What another brand can take from it
- Write one script per audience. WSP needed fans and venues, so each video asked one of them for one thing.
- Set up tracking before the doors open. The passes and stickers were on the yacht before the guests were, so visits counted from the first one.
- Book inside the moment. The posts went up while "where do I watch tonight?" was a real question.
Planning a match night, a launch or a big weekend?
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