No binoculars needed with StubHub

StubHub was the first secondary event ticket platform in the U.S. When sports and music fans could no longer go to a game or show, the website provided a safe and secure place to sell to others. StubHub grew initially through performance ads, Google’s paid search and word-of mouth from hard-core sports fans. However, growth began to slow and the company began to look to new segments. To introduce these casual fans to the brand, the company needed to expand its reach through new marketing channels.

My team was tasked with testing offline media—namely broadcast and outdoor—to understand the effectiveness of mass channels for this audience.

Objective

Increase awareness and improve brand perception with casual sports fans

Strategy

Test the effectiveness of mass-reach sports channels by tapping into a casual fan’s “fear of missing out” on the must-see games. I managed execution efforts with creative and media teams, while ensuring campaign was delivered on time and budget.

Results

In quarterly brand tracker, awareness increased among key segments, contributed to significant sales growth and built the business case for annual integrated campaign support

Execution

  • Focused TV buys on ESPN, FOX and FOX Sports during the Major League Baseball Playoffs and National Football League pre-season games

  • Leveraged incremental spend for event-specific OOH and radio ads in key markets

  • Executed a social stunt to boost excitement around the San Francisco Giants World Series run

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Tickets do grow on Trees