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StubHub gives Barclaycard Hyde Park festival goers the selfie of a lifetime

Friday July 10, 2015 at 4:20pm
StubHub UK launched its new #FestivalSelfie activation at this year’s Barclaycard presents British Summertime Hyde Park from 18th – 28th June 2015. StubHub were an official partner of the event and this activation saw the eBay-owned ticket marketplace take over The Market Place Pub, situated in a prime position in Hyde Park, with amazing views of the tree-adorned main stage. Experiential marketing experts Circle Agency came up with the creative idea and execution and provided staffing, allowing StubHub to give festival goers the opportunity to go onto the upper deck of the pub and have a selfie taken with the iconic stage clearly visible in the background. All participants underwent data capture via iPad and were encouraged to share their resulting photographs – taken on their own phone cameras – to Twitter and Facebook using the hashtag #FestivalSelfie. Elsewhere on site, roaming Circle-trained brand ambassadors gave out free StubHub branded sunglasses, capturing data and educating the crowds about StubHub and how easy it is to buy and sell tickets at fair and reasonable prices. Neil Hooper, creative director at Circle Agency, explained: “The temporary pub structure offers unbelievable views of the stage, and we decided to capitalise on this and use it as the focus of the campaign to drive engagement on the festival site and online via social media. We live in a selfie-world, but to make it work it had to be a shot that festival-goers couldn’t get anywhere else – a true chance to create unique, shareable content.” Nearly 3,000 selfies were taken during the festival, 8,500 pairs of sunglasses were distributed and there were over 17,000 interactions. The Hyde Park event saw performances from Taylor Swift, The Who, Paul Weller and Blur plus a host of food and drink concessions and family-friendly entertainment. The site welcomed between 40,000 and 60,000 visitors per live gig. Susie Fisher, senior partnerships activation manager at StubHub, says: “By offering festival-goers an opportunity that they couldn’t achieve elsewhere on site, we were able to capitalise on the selfie trend and ensure the activation was a great success. The activity allowed us to raise awareness of StubHub with music lovers, while also adding to their existing event experience.”
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