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StubHub discusses thinking behind StubHub Live campaign

By | Published on Thursday 23 February 2017

StubHub

eBay’s Stubhub is continuing in its bid to become the friendly face of secondary ticketing with various ‘activations’ – which is a word marketing people continue to insist on using – at sporting and music events. This is all part of the tout facilitator’s recently launched StubHub Live campaign, in case you wondered. It already held a big party at the Super Bowl earlier this month, and it will host a stage at this year’s SXSW festival, which 27 artists have apparently agreed to perform on.

“The idea is: It isn’t about the ticket; it’s about the live moment itself”, StubHub CMO Jennifer Betka tells Adweek about all this activation gubbins. “We wanted to widen the range of the audience that engages with us. It’s an important differentiator in helping us engage with existing customers and acquire new ones”.

Got that so far? OK, now let’s all brace ourselves for the conclusion of Betka’s quote. She continues: “The positioning is a way for us to connect our presence from the experience of transacting all the way through to commemorating the event and remembering that you saw it live”.

Honestly, that’s what she said. Let’s read it again: “The positioning is a way for us to connect our presence from the experience of transacting all the way through to commemorating the event and remembering that you saw it live”.

So that’s…
• experience of transacting
• commemorating the event
• remembering that you saw it live

Those are the things StubHub will handle for you, above any other ticket seller, primary or secondary: buying the ticket, taking a photo/recording a video/drawing a picture of the show, and then remembering that you were there and didn’t just see a gig on the telly. Though I guess since StubHub launched that “emotional” Apple TV app people might need help distinguishing between thinking about going to a gig and actually doing it.

Presumably it’s the ‘experience of transacting’ bit that includes the needlessly handing over of tonnes of money to some dodgy tout whose legally suspect software pushed in front of you when tickets first went on sale. Though you’re possibly welcome to commemorate and remember that too.



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