StubHub overhauls its brand creative for the first time in 10 years.
TUESDAY, SEPTEMBER 15 (SAN FRANCISCO, CA) – As StubHub, the world’s largest ticket marketplace, turns 15 years old this month, the company also unveils its new brand identity, beginning with the debut of the 2015 fall advertising campaign during last night’s Monday Night Football broadcast on ESPN.
See below for a look at StubHub’s new ‘Let Your Fan Out’ spots:
“September is a big month for us,” said Glenn Lehrman, StubHub head of engagement marketing. “As we reach this milestone, we are redefining our company mission, and that is reflected in everything we are doing, from our fall advertising campaign to the new look of our brand. As we expand beyond being purely a transactional ticketing company, we are emphasizing our focus on the fans, helping them celebrate their passions and encouraging them to discover and experience more live events.”
Rooted in San Francisco, and founded by fans for fans, StubHub launched its new logo in July, and expands its new brand look to all creative elements, including the new ads that aired during last night’s ESPN’s Monday Night Football opener. In notable contrast to past campaigns, the company’s custom Ticket Oak character, which defined its image for the last several years is wholly absent. Moving forward, StubHub advertising will all focus on the inner fan that lives inside of all of us.
“With the departure of the Ticket Oak, we return to our roots, focusing on the fan and the emotional connection we all have to a live event experience,” said Lehrman. “In short, the message to fans is that with StubHub, you can let your inner fan out. You can search and discover when your favorite team or artist is performing in your area – whatever that must-see, can’t-miss experience is for you personally – StubHub can connect you to it.”
The entire campaign spans social, audio, digital and TV channels, including 15 cable networks and three broadcast networks, with seven total Monday Night Football broadcasts and a digital integration that also includes an ESPN.com home page takeover for all seven MNF dates. Also this Fall, the company will release an online-only video that will be used in a variety of digital placements, aimed to be social and shareable.
All collateral materials tie together StubHub’s new brand look, which includes the updated logo and the new custom logotype, released in July, and yesterday, launched the full suite, with an expanded 12-color palette beyond just blue and orange, simplified favicons and new imagery, reminiscent of vintage sports and music posters from the 1960s.
All design work and campaign development was done by San Francisco-based Duncan/Channon, StubHub’s longtime agency.
“The new work is about the fans in every way,” said Michael Lemme, Duncan/Channon CCO. “And the first thing it’s about is not confusing or alienating the millions of them StubHub already has. So, everything we did to modernize the brand and reinvigorate the messaging starts there, and then goes on to tell the story that the StubHub you know and love is now even more efficient, lively, informative and fun.”
At StubHub, our mission is simple: help fans find fun. We connect fans with their favorite teams, shows and artists and introduce them to the ones they’ll love next. As one of the world’s largest ticket marketplaces, we enable fans to buy and sell tens of thousands of tickets, whenever they want, through our desktop and mobile experiences, including our StubHub and StubHub Music apps for iPhone, iPad, Apple Watch and Android. Offering a superior fan experience at its core, StubHub reinvented the ticket resale market in 2000 and continues to lead it through innovation. Our industry firsts include the introduction of the first ticketing application, the first interactive seat mapping tool and the first live entertainment rewards program, Fan Rewards™. Our business partners include more than 60 teams in MLB, NBA, NHL, MLS and NCAA, plus ESPN, NBC Digital, AEG and Spectra Ticketing & Fan Engagement. Throughout North America and the United Kingdom, StubHub provides the total end-to-end event going experience.
Alison Salcedo / StubHub / email@example.com