M E R C E N A R Y
NO BRAND TO ALL BRAND
TICKETMASTER
TICKETMASTER WAS A LEGACY BRAND WITH NO BRAND.
HOWEVER, IN 2019 JARED SMITH, TICKETMASTER PRESIDENT, WANTED SOMETHING MORE. HE WANTED TO TRANSFORM THE BRAND WITH NO BRAND INTO A COMPANY THAT'S VISUAL IDENTITY TRANSCENDED THEIR WORD MARK.
"IF YOU PUT YOUR HAND IN FRONT OF OUR LOGO, I WANT SOMEONE TO LOOK AT OUR AD AND KNOW IT'S A TICKETMASTER AD".
THAT WAS OUR BRIEF.
THIS IS HOW WE ACHIEVED THAT GOAL.
BRAND IDENTITY
BRAND STRATEGY
MARKETPLACE POSITIONING
DIGITAL
SOCIAL
EXPERIENTIAL
OUT OF HOME
A NON-BRAND CANNOT JUMP ONTO THE SCENE WITH A COMPLETELY NEW IDENTITY AND EXPECT TO BE TAKEN SERIOUSLY BY THE CONSUMER.
A STRATEGIC SOFT LAUNCH TO FULL LAUNCH PLAN WAS HATCHED.
THE NFL WAS TARGETED AS OUR TESTING GROUND WITH THE IDEA TO EXPAND TO NBA, MLB, MLS, NCAA, NHL, AND US OPEN WHEN THE NEW SEASONS BEGAN.
LAUNCH STRATEGY
WE STARTED WITH ONE SIMPLE STATEMENT -- BRANDS LIVE AND DIE BY THEIR ABILITY TO UNDERSTAND PRESENT AND FUTURE CULTURAL TRENDS.
WITH VARIOUS FORMS OF TECH AVAILABLE ON DEMAND AND AT OUR FINGERTIPS WE HAVE EVERY REASON TO ENJOY THE GAME FROM OUR COUCH ... AND SKIP THE HARDSHIPS AND HEADACHES THAT COME ALONG WITH A LIVE GAME.
WE ARE THE MASTERS OF OUR OWN DOMAIN. A/C IF IT’S HOT. HEAT IF IT’S COLD. BUTTS GLUED TO OUR FAVORITE COUCH. HELL, WE CAN EVEN WATCH IN OUR PAJAMAS (OR BIRTHDAY SUITS IF WE’RE LUCKY). BEERS AT HOME ARE AS ENDLESS AS WE WANT THEM TO BE. AND OUR FAVORITE GAME DAY FOODS ARE AN APP DELIVERY AWAY.
OUR LIVING ROOM IS OUR HOME STADIUM CUSTOMIZED TO THE WAY WE WANT IT.
IT'S THE NATURAL HUMAN DESIRE FOR COMFORT.
THE CULTURAL TREND
SO, WHEN IT COMES TO SPORTS GAMES, WHERE WE HAVE AN ENTIRE STADIUM RIGHT THERE IN OUR LIVING ROOM — WHAT DO WE DO?
WE SIT AT HOME AND WATCH.
HOW DO WE OVERCOME OUR NATURAL HUMAN DESIRE FOR COMFORT?
AND HOW TO WE COMBAT THIS WITH A BRAND THAT OFFERS AN EXPERIENCE WHICH REQUIRES WORK?
THE CHALLENGE
THE SOLUTION
WE DISTILLED OUR SOLUTION INTO THREE STACKING CORE BELIEFS...
NOTHING WORTH LIVING COMES EASY.
HARD WORK PAYS OFF.
HARD WORK AND HARDSHIP EQUALS REWARD.
WE ARE THE ARENAS.
THE STADIUMS.
THE BALL PARKS.
THE HOCKEY RINKS.
WE ARE THE ACHES IN YOUR FEET FROM STANDING THE ENTIRE GAME. WE ARE YOUR FROZEN BONES WHEN THERE’S AN INCH OF SNOW ON THE GROUND.
WE ARE THE LOST VOICES AFTER SCREAMING YOUR HEADS OFF. WE ARE THAT ICY WIND BURN.
AND THAT CRISPY SUNBURN.
WE ARE THE LONG WAITS.
THE PARKING LOTS.
THE TOILETS.
YUCK.
WE ARE THE EXPERIENCES.
THE RELATIONSHIPS.
THE MEMORIES.
THE STORIES YOU TELL YOUR CHILDREN.
THAT MAKE ALL THE OTHER THINGS WORTH IT.
WHY?
BECAUSE YOU GOTTA EARN THE REWARD.
YOU DON’T GET THAT WHEN YOU SIT AT HOME AND WATCH A GAME.
YOU GET IT FROM LIVING IT.
THE TICKETMASTER ANTHEM
SUPER BOWL LIV
FOUR CONSUMER EXPERIENCES
OUT OF HOME
DIGITAL
