The StubHub SubZero Experience was a hospitality event for customers who purchased their Super Bowl tickets through StubHub. The event is the biggest hospitality event of the year, and hosts more than 10,000 customers each year.
For the 2013 event, I was assigned a lead designer role, to spearhead the branding and Identity of the event, while working closely with the marketing team to create a landing page experience that could double as a hub for a customer needing their purchase information, and also as a tool to entice customers to buy through StubHub. Some goals of the campaign were to:
- Build Brand Affinity, Drive Preference, and Enhance Loyalty for future purchases
- Add value to the Super Bowl experience by delivering a premiere ticket pick-up experience
- Extend the brand design in its existing look & feel
- Infuse the theme of Cold Outdoor Super Bowl to the whole event
I was primarily responsible for the branding and identity of the actual event, as well as the landing page hub, print collateral, decoration, t-shirts, etc. Measures of success included overall Customer Engagement, Participation Rate of Activations, Fan Rewards membership, and of course, GTS (Gross Ticket Sales). Other metrics were tracked, such as Social Media participation before, during, and after the event, as well as Repeat Purchase Rate.
Art Direction, UX/UI, Visual Design
To create a landing page experience that would present the benefits of purchasing Super Bowl tickets through StubHub. Along with GTS (Gross Ticket Sales), Customer Engagement, and Brand Affinity, I also art directed the production of the event and all printed collateral.