Marketing / 06.18.18

Simplifying the Digital Journey With In-App Ticket Purchasing

Teddy Durgin

Expectations for e-commerce are high. If the buying process isn’t fast and simple, your customers will move on to something else.

SeatGeek’s recent partnership seems to indicate it understands this e-commerce simplification urgency. The mobile-focused ticketing platform recently became the first company to sell tickets directly on Snapchat when it offered seats to a Major League Soccer game directly via the messaging application.

The Los Angeles Football Club was the first team to sell tickets via this integration. It did so by posting a Snapchat Story — and a Snapcode on the team's website — that enabled users to "swipe up" to purchase tickets to a May 26 match versus D.C. United. The entire purchase experience took place without ever leaving the app.

"We're always looking to reach our fans in innovative ways, and selling tickets directly to our followers on Snapchat gives us an incredible opportunity to connect with our most dedicated supporters," Tom Penn, co-owner of the Los Angeles Football Club, said in an official statement.

SeatGeek co-founder Russ D'Souza sat down with INTIX to discuss the team-up with Snapchat. "There are two aspects of this partnership that really excite me. The first is the interface, which is incredibly well done by Snapchat and makes it so easy to go through the flow. The second is how teams and performers are going to be able to surface these tickets, whether it is through their Snap story or a Snapcode they share in other places."

According to Adweek, SeatGeek said the initial trial run was so successful that it now plans to work with Snapchat to add more events to their integration, allowing teams, athletes and entertainers alike to sell tickets directly to their fans. For instance, International Boxing Federation welterweight champion Errol Spence Jr. is scheduled to fight Carlos Ocampo June 26 at the Ford Center at The Star in Frisco, Texas. A Snapcode has been set up that enables Snapchat users to buy tickets.

"The fans who follow their favorite teams and performers on Snapchat are incredibly dedicated. We see this as not only an opportunity to improve discovery of events, but also to get creative in what is sold through Snapchat,” said D’Souza. “You could imagine an artist having a presale on Snapchat, or a team showing the view from the sideline with a swipe up for discounted sideline passes. There is so much opportunity here, and we're excited to work alongside Snapchat and our partners to explore the options."

The platform now supports ticket sales through Facebook, too. Other social media platforms are getting into the act on varying levels. Instagram, for instance, previously rolled out a feature that enables users to buy movie tickets, as well as book dinner reservations and make other appointments. Like the SeatGeek-Snapchat partnership, shopping on Instagram can be done without leaving the app. The initial integrations have included Atom Tickets, Eventbrite and Fandango. In the case of Fandango, there is now an easy and convenient "Buy Tickets" button on its Instagram profile. 

Bargain hunters have long known that one of the easiest ways to save money on event tickets is to regularly engage in social media. There are a myriad of Facebook groups like Colorado Ticket Scene and event pages packed with people looking to resell tickets. In some of these cases, fans are even posting their willingness to trade a ticket in return for transportation to the venue. Craigslist, of course, has long been a resource to buy discounted tickets. But users must be wary of the validity of the tickets being bought, considering they're sending money to people they don't know.

Finally, the Veterans Ticket Foundation is another example. The organization secures tickets mainly through donations to concerts, games, performing arts events and family activities nationwide. So-called "VetTixers" sign up online, and the nonprofit group verifies their military service. Once approved, they can then request tickets to events that interest them, then pay just a small delivery fee to receive their free tickets. In addition to the foundation's webpage, its Facebook page has helped make this project the success it has been.

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Tags: Social Media , Snapchat , Mobile , Digital Marketing , Facebook