The Drum (10/24/22) Clark, Kendra

Ticketing platform SeatGeek this week launched its first national ad campaign, executed by the Fig agency, celebrating sports superfans in two 30-second spots that highlight various superfan archetypes. The spots show that SeatGeek manages the logistics of ticketing and attendance to maximize fans' enjoyment. "For too many years, fans have been treated like a transaction, rather than the unsung heroes they are. SeatGeek is on a mission to change that," explains SeatGeek's Sarah Kettler. She says the company aims to land wider audiences by expanding its brand awareness. "Building a lasting brand is much more than a singular campaign, but we believe the message this campaign delivers — we have your back — is one that will help us build a longer-term relationship with fans, and in turn drive long-term growth for SeatGeek," Kettler notes. Fig founder Mark Figliulo says his agency's employees used a proprietary tool that processes visual, verbal and audio data across the ticketing category to steer its creative trajectory, with the final product being "a new brand platform designed to help SeatGeek scale and define a true north star to guide both communication and brand behavior." The 30-second spots will appear on linear and connected TV platforms, in addition to social posts and streaming audio placements. "We believe this message will resonate with fans, and the creative choices we've made with the campaign will make it memorable," says Kettler. "That will ultimately drive lasting growth for SeatGeek."

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