• by Fern Siegel , October 25, 2022

SeatGeek, a ticket platform for various events, just debuted its first national campaign.

The creative was by Fig, a New York-based creative shop. The goal is to build brand visibility, which faces still competition from rival giants Ticketmaster and StubHub.

Two 30-second spots tout specific categories of fans: The man who high-fives anyone after any positive sports move, and the woman with an inflatable boomstick whose manic energy get the crowd roaring.

Sarah Kettler, SeatGeek’s vice-president of brand marketing, told the Drum: “For too many years, fans have been treated like a transaction, rather than the unsung heroes they are. SeatGeek is on a mission to change that.”

The focus of Fig’s campaign is that SeatGeek will handle all the ticketing details, so fans can enjoy all the aspect of cheering for their teams. Its remit was to break through the clutter to highlight the fan experience.

The cross-platform campaign debuted Monday.

Fig’s clients include Spotify, CNN, Zillow and Macy’s.