Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

EBay’s StubHub, San Francisco Giants take in-stadium experience paperless via mobile ticketing service

Ticket service StubHub is partnering with Major League Baseball team San Francisco Giants to drive sports fans to the stadium with its mobile ticketing service.

The partnership claims to mark the first deal between an organization and StubHub to offer mobile ticketing. Consumers can show a StubHub bar code on their handsets to be granted entry to the games.

“We’re focused with providing fans with convenient ways to purchase tickets,” said Dre Madden, head of digital marketing at StubHub, San Francisco.

“New technology gives us opportunities to get consumers into the stadiums in a safe and secure way,” she said.

On-the-fly tickets
StubHub chose the San Francisco Giants as the first organization to partner with because the team’s fans are already plugged into mobile and technology.

“Giant fans are already tech-savvy and San Francisco embraces technology like mobile bar codes, which made for a good fit,” said. Ms. Madden.

Consumers can now buy San Francisco Giants tickets on their handsets via the company’s mobile apps or optimized site.

“By bringing mobile bar codes into applications, it makes it more convenient for fans,” Ms. Madden said.

StubHub is spreading the word about the new initiative in a variety of different marketing techniques, as well as through the company’s partnership with the San Francisco Giants.

The company also has plans to roll out mobile ticketing to other events and venues in the coming months.

Safe, secure tickets
One of the major points about the deal is that consumers can buy tickets the day of games, meeting a specific demographic of sports fans.

“By being able to purchase tickets while near the stadium, we can help make sure that everyone who is nearby can get a ticket to games,” Ms. Madden said.

“This partnership with the Giants is extending the overall mission of StubHub to give consumers total ease, safety and convenience when buying tickets,” she said.

StubHub also recently rolled out an app for the Windows 7 phone, which shows its determination to follow consumers on every platform (see story).

“Customers are asking for more ways to get tickets while on the go, and we hope that with mobile ticketing we will be able to help serve them,” Ms. Madden said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York