Recognizing that the richest moments of life are less and less focused on the things that people have and more on the experiences they share, StubHub today unveiled a new vision and brand identity.
Sharing anticipation before an event to publish online photos after a reminder, experiences have become the new social currency. This phenomenon creates a new “experience economy,” where the inspiration and energy of an event, as well as shared experiences, have a huge impact on how people choose to spend their time.
For StubHub, the economy of experience represents an opportunity to evolve the strategic direction of the company and to double its efforts on four essential pillars: mobile, social, personal and global. StubHub understands that today’s consumers are increasingly turning to mobile devices to search for events, make purchases and enter halls; They use social media to share their emotions and connect with each other during the event itself; And they are waiting for a personalized experience, adapted to their interests, with relevant content presented to them. These changes are happening on an unprecedented global scale.
“The live events industry continues to evolve parallel to a new economy of experience, which focuses on connecting to unique experiences and sharing memories with each other,” said Scott Cutler, president of StubHub. “StubHub’s new vision reflects our approach to these preferences and behaviors, and shows how StubHub tracks the way to be more mobile, social, personal and global.”
In line with this strategy, StubHub today announced a global update of its brand identity, as well as projects to implement a multi-channel strategic branding campaign. The new brand includes striking aesthetic changes to convey the feeling and anticipation that come only with life experiences, including a more contemporary and more relevant logo at the global level; Updated design elements that transmit more emotion and energy And a bolder, more flexible and dynamic color palette. The StubHub word bubble is now used to express the range of emotions and desires of the public and symbolizes the stories that fans will share around an event.
The design elements of StubHub’s new identity have also been created to link the brand to a wider audience and to a greater number of genres than StubHub has always been known, and to be more user-friendly within the industry.
“StubHub’s new look illustrates our role in the economy of experience for consumers, partners,and artists, and better represents the needs of a global audience with diverse interests around meaningful life experiences and Memorable, “said Jennifer Betka, director of marketing at StubHub. We move from a static world where the majority of events have been done offline to a dynamic space in which almost everything about an experience is shared. Our new identity reflects StubHub’s vision of helping people take part in events that inspire rich and sharing memories. “
StubHub’s global marketing Campaign, which is launched today, shows how StubHub can bring consumers into contact with the inspiration and unique experiences of everyday life. The campaign includes radio and digital tactics in the United States, Canada, the United Kingdom,and Germany, as well as in cinema and outside the country in the United States, the United Kingdom,and Germany. StubHub will also launch a new television advertising campaign in the United States to be launched on May 9th. The new TV spot can be viewed on the StubHub YouTube channel.
StubHub’s new global identity is part of a series of initiatives to strengthen consumer relations and attract diverse audiences. At the beginning of 2016, StubHub announced new partnerships, including Jennifer Lopez’s “All I have” residence in Las Vegas and the first ticket marketplace combined with the Philadelphia 76ers of the NBA; In February, StubHub implemented a new ticket recommendation and optimized sorting feature. And at the end of March, StubHub launched the “Virtual Vision” for several event venues, a panoramic view of 360 degrees of virtual reality from the sections where fans are considering buying tickets. These changes pave the way for future features, including social planning and a basket that allows consumers to group different types of purchases.
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