Vivid Seats launches campaign focusing on 11th free ticket

Vivid Seats has launched an integrated campaign produced with creative agency 72andSunny LA, which highlights loyalty programme, Vivid Seats Rewards.

Ticket marketplace Vivid Seats has launched an integrated campaign produced with creative agency 72andSunny LA, which highlights loyalty programme, Vivid Seats Rewards.

The aim of the campaign is to connect Vivid Seats with the number 11 across sports and pop culture, with the number representing the 11th free ticket – a key perk of the reward scheme. 

Fans that purchase 10 tickets are able to earn a reward credit to use on their next purchase, alongside other benefits.

The multifaceted campaign will also sponsor a bonus 11th play on the ESPN ‘SportsCenter’ iconic Top Ten series. The new ‘Real Rewards for Real Fans’ campaign hopes to inspire fans to ‘experience it live’. 

Tyra Neal, chief marketing officer of Vivid Seats, said: “At Vivid Seats, we understand that our fans are not just any fans. They are going above and beyond to engage with, and experience their favourite artists and teams live.

“This campaign captures the passion of that kind of fandom and highlights one of the key differentiators of our brand – Vivid Seats Rewards. We believe that no one else in our industry appreciates what it takes to be a real fan, and we know that no one else recognises that dedication with real rewards. 

“As a brand with the fan at the forefront, we show up for our customers in the same way that they show up for the teams and artists that they love.”

The campaign will also feature across music and sports homepages and Vivid Seats will also partner with influencer marketing and technology agency, Viral Nation. Vivid Seats is the official ticketing partner of media outlets Rolling Stone, Bleacher Report and ESPN and will feature in homepage takeovers.

Zach Hilder, executive creative director at 72andSunny, added: “We were inspired by the fantasy of getting rewarded with a free ticket or free pick. That’s at the heart of these films, the rewards are real but what you do with them can be as wild as you can imagine.”