This time last week, StubHub had an experiential marketing activation during the Super Bowl show and before that at the BroadwayCon in New York. At the BroadwayCon event, StubHub had makeup stations installed and organised recreations of the shows rehearsals. This is part of their new branding strategy to increase experiential marketing.
Above is a snapshot of an article written on StubHub’s plan to increase their experiential marketing efforts. Read on below for the snippet.
The brand’s StubHub Live campaign, which launched in January, features activations at live music festivals and sporting events. It kicked off with an experience at BroadwayCon in New York, followed by activations at the Super Bowl and a music stage at the upcoming South by Southwest in March.
Nearly 6,000 people attended StubHub’s Houston Huddle at Super Bowl LI. It included a mechanical bull and a live broadcast with NFL players and comedian Keegan-Michael Key.
StubHub Live’s BroadwayCon experience featured makeup stations and recreations of Broadway show rehearsals. The StubHub Live: Soundstage @SXSW activation will feature performances by 27 artists over three days.
“The idea is: It isn’t about the ticket; it’s about the live moment itself,” Betka said. “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.”
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