• by Les Luchter , August 16, 2021

In a rather cheeky campaign, live event e-ticketer SeatGeek has enlisted five “Spokesbutts” to extol the virtues of attending live sports, concerts -- and even operas.

The campaign, FIG’s first as creative AOR for the brand, uses five different sets of visually active “great seats” who talk of using SeatGeek to secure great seats to events.

The campaign has begun rolling out in a dozen mid-tier markets like New Orleans, Dallas and Cleveland.

The spots -- five :30s and a :15 -- are running in prime time, sports, and music-affinity programming,

The brand will complement the TV/digital campaign with experiential activations across its team sponsorships like the NFL’s Arizona Cardinals and the NBA’s Cleveland Cavaliers.

Media agencies include Tatari for TV/OTT and Ad Results Media for podcasts/ radio.

“SeatGeek was clear on the ambition for this campaign: bold awareness,” said Scott Vitrone, partner and chief creative officer, FIG. 

“Why not lean into that simplicity, and have seats tell the world themselves about just how life-changing live events can be with SeatGeek?” added Sarah Kettler, senior director, brand and customer marketing, SeatGeek.

SeatGeek, which launched 12 years ago and whose competitors include StubHub, Ticketmaster and Vivid Seats, recently rebranded itself to reach “the vast majority of fans [who] have never heard of us.” Redesigning everything from its logo to its app, the brand’s graphics even go so far as to include retro concert posters, trading cards and ticket mementos (see above).

“When fans were unable to attend live events, it became evident what they really mean to people, a meaning that we felt was important to capture in the rebrand," SeatGeek said in a  statement.

Mother Design, Hoodzpah and Mickey Druzyj helped SeatGeek with the rebranding.