Our focus was to make StubHub! (a ticket buying site) the go-to destination for music lovers who want to buy and sell event tickets. We needed to ultimately get Londoners to buy gig tickets with Stubhub.
Our Insight revealed that across a number of our Bauer Brands, Bauer indexed highly across consumers of live music. With a London centric Bauer approach needed, we wanted to offer a true partnership on all levels with editorial and showcasing at its centre. We needed to create relevant branded content for StubHub! to be involved with that would fully promote their offering.
We created the concept “StubHub! - Get Gig Tickets Not Gig Envy.” This native concept gave interchanging and relevant content with up to date ticketing information detailing the best of the week’s gigs and special performances alongside StubHub! brand messages. We combined live events, exciting Spotlight features, real presenter endorsement and a virtual online client window, and delivered it all in a light-hearted, informative and ‘dual brand’ style.
We promoted StubHub! as the main ‘Gig Partner’ on KISS, Magic and Absolute Radio. Alongside this, we created a series of co-branded Spotlight features with presenters talking about the favourite gigs in order to position #GigEnvy.
KISS ran spikes of high-impact promotional activity to tie Stub Hub! to music content. Competitions gave away consumer electronics to keep music and Stub Hub! at the tip of your fingers.
Magic ran tactical Spotlight features every Thursday entitled “In London this weekend…” highlighting gigs for Londoners in the days ahead. In addition, StubHub! sponsored Magic 105.4’s Sunday night celebrity interview show, Jo Parkerson – The Green Room.
We delivered 6 secret gigs with StubHub! over 6 months with Example, Anastacia, Spandau Ballet, The Dexters, James Walshe and Kiss Haunted House Party. These were all live, artist-led events giving a great association with live golden-ticket music one offs. It also allowed StubHub! to take advantage and ownership of our music leverage. We streamed the gigs live to thousands of people on Twitter, really amplifying the wider #GigEnvy messaging.