Objectives

SeatGeek believes it's the people you go with that make it great. A live event is better because they're by your side. You see the same things. You feel the same feels. You're forever bonded by the experience of being there together. Our objective was to authentically bring this experience to millions, while growing SeatGeek's business.

Strategy and Execution

• Why - Influencer marketing was the perfect match to reach this objective. Influencers are fans themselves, making it easy to authentically tell the fan story at massive scale

• Who - To cover ever major ticketing event type, our team split the influencer landscape into four verticals: sports, family, lifestyle and comedy. Within each vertical, we evaluated influencers based on brand fit and an internal algorithm predicting performance

• How - Our partnerships were intentionally open-ended, we wanted to let influencers tell their own live event story, but asked influencers to organically tie in the fact that SeatGeek was the brand that brought the moment to them. We specifically sought out opportunities around relevant holidays (Christmas, Mother's Day, Father's Day), where we could show that experiences are always better than material gifts

• Where - Content was posted on influencer-owned channels. YouTube event vlogs were the lynchpin of the partnerships, allowing each influencer to tell their story from start to finish, but we also leveraged Instagram Stories, Snapchat and Twitter to bring each experience to their fans in real-time

Results

• 1,500 unique pieces of branded content (YouTube, Instagram, Snapchat, Twitter) resulting in more than 125,000,000 organic impressions

• Influencer channel grew 500% YoY to the top User Acquisition Marketing Channel at SeatGeek

• Two trending videos on YouTube, including the #1 Overall Trending Video

• #1 Trending Topic on Twitter

• Press Mentions from USA Today, ESPN, NBC Sports, Bleacher Report, Complex, SB Nation and Sports Illustrated

• Grew our creator community 300%, to more than 400 influencers

Media