The Ticket Oak, which has appeared in the brand’s television advertisements and out-of-home campaigns, is the focal point of a new 1,600 square-foot outdoor space at the stadium. The area includes artificial grass, picket fencing, and lawn chairs, giving the feel of an authentic back yard. The main feature of the space, and the digital Ticket Oak, is the large video wall, which consists of nine flat-screen televisions. Gabby Duno, StubHub’s Senior Manager of Partnerships and Activation, also reports that the video wall will have a social media element, which will enable fans to interact in real-time.
According to the Sports Business Journal, the video
and audio content on the digital Ticket Oak is entirely customizable based on
the particular event that is taking place. While the screens are the
centerpiece of the area, StubHub will also employ real life brand ambassadors
to promote the company’s rewards program via iPad minis. There will also be ticket
booths set-up in the stadium’s North End Zone.
This activation by StubHub is very exciting because
it prevents the brand from making two of the more common mistakes in sports
marketing. First, many companies fail to make a direct connection between their
advertising campaigns and their marketing tactics that touch consumers. With
this activation, StubHub is utilizing their recognizable Ticket Oak as an effective,
tangible touchpoint with Stubhub Center attendees.
Secondly, many brands pursue naming rights, without
any plan on how to activate against them. The investment on title sponsorship
of a stadium should only be one step to connect with consumers. In order to
touch attendees, the company needs to customize an experiential campaign that
will break through the clutter of other branding opportunities throughout the
stadium. By creating this area that is unique, and authentic to StubHub’s
brand, the company instantly becomes part of the stadium experience.
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