Tickets do grow on Trees

StubHub had used our offline advertising test to prove that the product’s appeal went beyond hard core sports enthusiasts. However, long-term growth hedged not only sporting events but also concerts. This event segment skewed female, offered fewer purchase occasions and higher spend per ticket (that amazing, must-see band only comes once!). Due to lower frequency and consequences of getting it wrong, these fans had lower overall awareness of the secondary ticket market and a higher barrier for trying new services like StubHub.

My team was tasked with creating a fully integrated campaign that would maintain share with sports fans but also appeal to a newer concert audience.

Objective

Increase awareness with and site visits from concert attendees and continue to deepen the relationship with sports fans

Strategy

Using the analogy of “money doesn’t grow on trees,” the team created a humorous story about the Ticket Oak, a benevolent talking tree who offered access to the must-attend events. The media team leveraged contextual buys across channels to deliver a clear message to relevant audiences. I delivered the high-level strategy and managed development, execution and reporting. I also ensured alignment with our clients and on-time, on-budget delivery.

Results

Two-year campaign increased brand awareness by 12% and site traffic by 8% (cumulative). Cost-per-customer-acquisition went down during campaign activity.

Wall Street Journal

Forbes

Agency Spy

Little Black Book

Sports Business Journal

SF Egotist

Execution

TV buys on late night entertainment programs and popular sports events (The Late Show, Tonight Show, ESPN News, NFL/NBA playoffs, MLB World Series)
High-impact digital display, social and video units on the New York Times, Vevo, NPR, YouTube, Pitchfork, Rolling Stone, Entertainment Weekly, etc.
OOH and radio ads in key U.S. markets targeting high-profile sports or concert events
Social profiles to engage in conversation with loyal fans
Branded events, including a private concert at Bowery Ballroom in New York and live appearance of the Ticket Oak in The Grove shopping center in Los Angeles