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Uber, StubHub find symbiotic relationship between mobile tickets, ride-sharing

Ride-sharing application Uber is partnering with StubHub to help users organize all aspects of their night out by enabling them to order a ride after purchasing tickets for an event, all from a smartphone.

StubHub is aiming to cement its status as an end-to-end entertainment platform for mobile users by handling all necessary aspects of a customer’s logistics for a safe night out. If consumers purchase tickets within two hours of an event taking place, they may simultaneously place an order for an Uber ride from the confirmation page in StubHub’s app.

“At StubHub, we’re all about making fun easy,” said Parag Vaish, head of mobile at StubHub, San Francisco. “We’ve added more personalization and content within our native app to enhance the live event experience, making it easier than ever to plan your entire night out.

“In addition to our Uber integration, our upgraded app further improves the mobile ticketing experience, making it possible for users to scan a bar code and gain access to the venue via phone or Apple Watch. Android users can also make purchases via PayPal/Braintree, and iOS users already have capability to pay via Apple Pay.”

Moving beyond ticketing
The influx of mobile-focused events marketing platforms in the sector, such as Ticketmaster and SeatGeek, is likely prompting StubHub to move beyond a sole focus on ticketing and offer consumers an all-inclusive experience that encompasses every aspect of their night out.

Once users complete a purchase on StubHub’s updated iOS or Android app, they may opt to set a reminder to order Uber transportation when the event date approaches. Customers who pay for tickets within two hours of an event may immediately arrange an Uber ride from the StubHub confirmation page.

This feature will likely attract plenty of last-minute planners who may otherwise forget to organize reliable transportation to a sporting game or concert. Many event-goers are also increasingly relying on taxi services and ridesharing apps as opposed to purchasing parking passes and contending with heavy traffic in parking garages.

StubHub users who choose to use Uber’s services will have the location of their event automatically shared with their driver.

First-time Uber users will receive $20 off their first ride, while customers who buy tickets at a StubHub Last-Minute Location will be eligible for a promotional discount code.

The partnership is currently in effect for StubHub customers in the United States, Canada and Britain. Consumers in all cities where Uber is active will have access to this feature.

Uber’s growing influence
More marketers are tuning in to realizations that Uber is becoming a marketing behemoth in terms of cross-partnerships.

Last week, Uber continued its cross-marketing blitz by joining forces with Capital One to deliver free ice cream to cardholders.

Previously, the ridesharing app leveraged a partnership with British soccer club Chelsea FC to deliver the team’s limited-edition club kits to riders in select cities worldwide, proving its value in the marketing sector (see story).

StubHub’s mobile and tablet applications have also undergone a significant update to customize the process of purchasing event tickets even more, including adding a personalization algorithm to recommend activities, ESPN content for sports fans, enhanced mobile ticketing options to replace physical tickets and mobile payment options for Android users (see story).

“StubHub has always been focused on one thing – delivering the best fan experience possible,” Mr. Vaish said. “Beyond ticketing, our recent mobile efforts and partnerships are designed to create the best live event experience possible, from discovery to planning.

“We are always thinking of ways to create a more personalized and fun experience for fans and our partnership with Uber enables us to make going to an event, and on your phone, even that much easier.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York