As mobile ticketing becomes more competitive, ticket search engine SeatGeek is using promoted tweets that include targeted offers based on users’ favorite sports to promote its mobile application.
Based on specific Twitter accounts’ activities and followings, SeatGeek delivers personalized ads to make its potential customers’ experiences with the search engine more relative and appealing. These efforts are launched at a time when personalized marketing is crucial and is showing as the best way to reach consumers.
“SeatGeek has most likely found successes in their mobile advertising initiatives over the last year,” said Marci Troutman, CEO of SiteMinis, Atlanta. “The opportunity that mobile provides for real consumer targeting helps drive awareness and most likely positive sales conversions.
“Seatgeek has done well against their competition, gobbling up FanSnap recently. Others in the space are Eventchimp, Tickex, SeatKarma and Ticketwood and others. SeatGeek, however, has solid capital behind the company and strong marketing efforts.”
Ms. Troutman is not affiliated with SeatGeek but agreed to comment as an industry expert.
The targeted value
A specific ad delivered on Twitter read, “Don’t overpay on Bulldogs tickets this season. Use SeatGeek!”
The ad was complete with the install icon, leading the viewer to download the mobile application. SeatGeek’s ratings are provided, which are 4.5 out of 5 stars.
SeatGeek’s ad on Twitter
The ad was delivered to a particular Twitter account that follows @NYCDawgs, @ChipTowersAJC, @UGAHairyDawg and @UGAGradyCollege accounts, which are all related to the University of Georgia and the Georgia Bulldogs sports teams.
Given the many mobile ticketing establishments that are aiming to remain competitive and seek online traffic, SeatGeek’s ads on Twitter likely attract a socially driven audience who are also likely to be interested in football tickets this fall.
Theme park Disneyland has initiated a trek towards mobile ticketing with a new option to buy tickets via mobile devices for its Halloween celebrations.
As the Disney brand continues to take steps toward mobile capabilities, through Magic Bands and various mobile applications, it also is aiming towards an increase of sales, given consumers’ increasing confidence in purchases made via mobile. To promote its Halloween Time and all the accompanying events to coincide with it, Disneyland is opening the doors for an increased volume of traffic (see story).
Furthermore, a company that bundles pre-paid admission tickets for top attractions in several cities around the country has recently made plans to go mobile.
CityPass, a family-owned company based in Victor, ID, has launched a test in Chicago through which customers can pick up their physical booklet of tickets using a voucher on their mobile phone. The plan is to eventually digitize the whole coupon booklet for mobile use, the company said (see story).
Perhaps other brands offering services of mobile ticketing could benefit from advertising via Twitter, also.
“Twitter has over 240 million users and has specific revenue goals that are linked to ad revenue,” Ms. Troutman said. “Given what Twitter can do to do target push promotions is a cost benefit to certain businesses, such as event ticket sales.”
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York
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