StubHub Is Doubling Down on Experiential Activations at Live Events

New campaign has included the Super Bowl and soon, SXSW

StubHub Live is all about music festivals and sporting events.

StubHub is continuing its rebranding strategy to help customers embrace and enjoy live experiences by ramping up its experiential marketing efforts.

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.

StubHub Live benefits brands from a consumer and business-to-business standpoint, according to Jennifer Betka, StubHub’s CMO.

“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.”

Later this year, StubHub also will be launching new app features and an ad campaign that emphasizes the impact of live experiences.

“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,” Betka said.

#OnlyatBwaycon #BwayCon2017 #Stubhub #CoatCheck

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