StubHub Launches All-New Fall Ad Campaign with Monday Night Football, Overhauls Its Brand Creative for the First Time in 10 Y...
September 15 2015 - 12:02PM
Business Wire
As StubHub, the world’s largest ticket marketplace, turns 15
years old this month, the company also unveils its new brand
identity, beginning with the debut of the 2015 fall advertising
campaign during last night’s Monday Night Football broadcast on
ESPN.
See below for a look at StubHub’s new ‘Let Your Fan Out’
spots:
‘Booyah’: https://www.youtube.com/watch?v=qsa8ybB75-4
‘Giddy up’:
https://www.youtube.com/watch?v=w-iQKg2jnGI
“September is a big month for us,” said Glenn Lehrman,
StubHub head of engagement marketing. “As we reach this milestone,
we are redefining our company mission, and that is reflected in
everything we are doing, from our fall advertising campaign to the
new look of our brand. As we expand beyond being purely a
transactional ticketing company, we are emphasizing our focus on
the fans, helping them celebrate their passions and encouraging
them to discover and experience more live events.”
Rooted in San Francisco, and founded by fans for fans, StubHub
launched its new logo in July, and expands its new brand look to
all creative elements, including the new ads that aired during last
night’s ESPN’s Monday Night Football opener. In notable contrast to
past campaigns, the company’s custom Ticket Oak character, which
defined its image for the last several years is wholly absent.
Moving forward, StubHub advertising will all focus on the inner fan
that lives inside of all of us.
“With the departure of the Ticket Oak, we return to our roots,
focusing on the fan and the emotional connection we all have to a
live event experience,” said Lehrman. “In short, the message
to fans is that with StubHub, you can let your inner fan out. You
can search and discover when your favorite team or artist is
performing in your area – whatever that must-see, can’t-miss
experience is for you personally – StubHub can connect you to
it.”
The entire campaign spans social, audio, digital and TV
channels, including 15 cable networks and three broadcast networks,
with seven total Monday Night Football broadcasts and a digital
integration that also includes an ESPN.com home page takeover for
all seven MNF dates. Also this Fall, the company will release an
online-only video that will be used in a variety of digital
placements, aimed to be social and shareable.
All collateral materials tie together StubHub’s new brand look,
which includes the updated logo and the new custom logotype,
released in July, and yesterday, launched the full suite, with an
expanded 12-color palette beyond just blue and orange, simplified
favicons and new imagery, reminiscent of vintage sports and music
posters from the 1960s.
All design work and campaign development was done by San
Francisco-based Duncan/Channon, StubHub's longtime agency.
“The new work is about the fans in every way,” said Michael
Lemme, Duncan/Channon CCO. “And the first thing it’s about is
not confusing or alienating the millions of them StubHub
already has. So, everything we did to modernize the brand and
reinvigorate the messaging starts there, and then goes on to
tell the story that the StubHub you know and love is now even
more efficient, lively, informative and fun.”
About StubHub
At StubHub, our mission is simple: help fans find fun. We
connect fans with their favorite teams, shows and artists and
introduce them to the ones they'll love next. As one of the world's
largest ticket marketplaces, we enable fans to buy and sell tens of
thousands of tickets, whenever they want, through our desktop and
mobile experiences, including our StubHub and StubHub Music apps
for iPhone, iPad, Apple Watch and Android. Offering a superior fan
experience at its core, StubHub reinvented the ticket resale market
in 2000 and continues to lead it through innovation. Our industry
firsts include the introduction of the first ticketing application,
the first interactive seat mapping tool and the first live
entertainment rewards program, Fan Rewards™. Our business partners
include more than 60 teams in MLB, NBA, NHL, MLS and NCAA, plus
ESPN, NBC Digital, AEG and Spectra Ticketing & Fan Engagement.
Throughout North America and the United Kingdom, StubHub provides
the total end-to-end event going experience.
StubHub is an eBay company (NASDAQ: EBAY). For more information
on StubHub, visit StubHub.com, StubHub Press Box or follow @StubHub
on Twitter, Facebook and Instagram or YouTube.com/StubHub.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150915006584/en/
StubHubAlison Salcedo, 310-947-2648alsalcedo@stubhub.com
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