Ticket Giveaways
The Big Idea
Run social sweepstakes giving away tickets to the hottest events.
The Goal(s)
Drive app installations by prompting users to play trivia for a chance to win free tickets to concerts, sports games, and other events.
Position Vivid Seats as THE ticket company for fans, increasing brand awareness and sentiment.
Gain followers (duh!)
The Challenge
Capitalizing on the frenzy induced by a new tour by launching contests within 1-2 days of artists announcing concert dates. That process includes creative ideation, shooting, editing and posting content, coordinating with the CRM team to cross promote in e-mails, and working with the paid social team to expand reach across paid channels, often all within 48 hours.
The Creative Evolution
Before I joined Vivid Seats: Creative was heavily templatized and not related to the artist. Nothing scroll-stopping, nothing that said “hey, we’re fans too!”
My Process: Deep-dive into artist visuals, fandom culture, and tour branding to create bespoke videos for each giveaway.
Beyoncè (not my work)
Influencer Support
Through influencer partnerships, we were able to target the core fans consuming artist content. Who better to promote a giveaway than a super fan?
The Numbers
Brand awareness up from 12% to 35%
221% lift in purchase rate
+10% increase in revenue per customer
Driven by organic social:
$4.5M in GOV generated from Game Center promo codes across 20k orders
130K total app downloads
600K games played in app
