StubHub gives Hyde Park the selfie of a lifetime
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StubHub UK contracted Circle Agency to launch its new #FestivalSelfie activation at this year’s Barclaycard presents British Summertime Hyde Park, 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.
Enlisting Circle Agency for creative idea and execution and staffing, StubHub gave 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 – onto Twitter and Facebook using the hashtag #FestivalSelfie.
Elsewhere on site, Circle-trained brand ambassadors roamed the site giving 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. Using their own cameras allowed easier social sharing, and required less production set up.
“We used branded StubHub speech bubble-boards and professional lighting to ensure high quality results, which visitors couldn’t help but share.”
The approach worked, with nearly 3,000 selfies taken across the festival’s live dates, 8,500 pairs of sunglasses distributed and 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 commented: “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. Having spoken to our staff and having seen the feedback on social media, I have no doubt that fans will head to StubHub to buy and sell tickets and tell their friends about their experience.”
