2017 Case Study

Making Cricket Social at The Kia Oval

For the second year running, customers booking tickets online brought extra friends to the game thanks to unique peer-to-peer invitations from Make it Social (MiS).

The Challenge

Cricket fans going to The Kia Oval in the 2017 season have again been encouraged to invite friends, family and colleagues. This historic venue aims to offer excellent customer service which includes great user experience when booking tickets online.

It's not easy to manage groups of friends. The group organiser has to deal with payments, picking the right seats and people dropping out. Traditionally the venue also gets less data when groups book online because only the data from the person making the payment is recorded.

The Solution

Following a successful 2016 season The Kia Oval were again using the innovative social booking solution that makes it easy for groups to form, without the hassle of chasing people up and gathering money. Customers can pay individually for their tickets and The Kia Oval has visibility of all attendees’ preferences and data. This includes seating location, contact details for every attendee and any special requirements.

MiS’s innovative peer-to-peer invitation system delivers high conversion rates. The ease of use also encourages people to invite more friends, who in many, cases are brand new customers. Post-event, The Kia Oval were able to identify that 85% of the MiS bookers were new additions to their customer database.

About The Kia Oval

Surrey County Cricket Club is one of the most historic sports clubs in the United Kingdom. They are also the first from the Ticketmaster Sport client base to offer the MiS social booking experience on their website: kiaoval.com

Despite its legendary status as a cricket ground, it actually held England’s first ever international football match - versus Scotland - as well as various rugby encounters between the old national rivals. It also hosted the first ever FA Cup final!

The Surrey Cricket Fans love going to The Kia Oval together!

By providing The Kia Oval with a social booking platform, customers could easily invite friends to attend the cricket together. In fact, the average MiS social booking group size was 8.5 customers. That’s an increase from an average of 2.3 customers per transaction via The Kia Oval website. This is also an increase from the previous season with Make it Social (7.4). The largest MiS social booking size was an amazing 39 people!

Due to Make it Social’s personalised and The Kia Oval branded social booking invitations, the invitation-to-booking rate was 55%. This compares exceptionally well with other industry conversion rates and is also 16% higher than previous seasons. Group conversion rate was 74% which is an amazing 25% increase from last year.



+1.1 bigger than in 2016



+20 more than in 2016



+16% better than in 2016


The Kia Oval utilised the marketing resources from Make it Social that include graphics, icons and templates for explaining the system to the user. Explanation of social booking was featured on the home page of Kia Oval. Buttons to start the social booking process were placed alongside the regular booking buttons.

These explanation banners provide clarity so that users know what to expect. Social booking buttons enable users to choose the hassle-free way when inviting and booking with their friends.

As a result of having the recommended button and banner placement The Kia Oval have seen big groups and over 83% of people said that booking with Make it Social was easy.

Customer Satisfaction

Follow-up customer satisfaction survey reveals interesting results. We believe that this season's improvements can also be attributed to the collaboration and seamless integration of Make it Social with The Kia Oval.


Customers were encouraged by MiS to invite more friends.


Extra friends were added thanks to Make it Social

NPS® 56

Net Promoter Score®
What is this?

The feedback

Here are our favourite customer quotes.

Ticketmaster Sport is the preferred ticketing system of football's English Premier League, Championship & League 1 clubs and also the favourite of Premiership Rugby clubs and Test Match cricket grounds. The system provides an intuitive interface, combined with probably the most extensive functionality across the market. Ticketmaster Sport also provides integration with 3rd party applications allowing you to have the best of all worlds. This includes, single fan login across multiple ecommerce providers, access control systems, season ticket finance providers, EFT , CRM and of course Make it Social.