Historically, Stubhub has seen a decline in many ticket categories during the summer months. Their hypothesis was that due to summer travel, people put off going to see shows and events in their hometowns until the fall. They tasked Praytell with creating a compelling message that would get people to “live like a local” in their hometowns.
Our research illuminated a harsh reality: locals are boring! It’s tourists who are out there living their best lives. So, we crafted a series of social and digital calls to action to help folks in NYC, CHI, and LA Live Like a Tourist. We produced a video series that compelled users to reject routine and activate vacation mode. Working with local markets, we produced city guides for local ticket offices to utilize.
Praytell designed digital assets like CRM banners, email headers, app notification, paid social videos, and organic social content. Praytell also designed illustrated maps, OOH assets, and in-store posters to support the StubHub activation at Lollapalooza and the upcoming US Open. The Instagram Stories remain the highest performing organic social content in Stubhub history. Paid assets are currently achieving 4x higher social engagement than Stubhub benchmarks, and have helped drive 28% more site and app traffic than expected. Long live the tourists!