Eventbrite and Facebook team up to hatch ticket buying facility

Tool transforms how consumers buy tickets to sports, food, business and music events

Eventbrite's Phil Silverstone
Eventbrite's Phil Silverstone

Eventbrite and Facebook have taken the wrappers off a new event discovery and ticket buying facility in Australia, which lets users buy tickets directly within Facebook without having to leave the site or app.

Eventbrite Australia general manager, Phil Silverstone, said the partnership is the first of its kind in Australia and that Eventbrite is the only Facebook partner allowing attendees to purchase and access their ticket completely within the social network. 

“Facebook’s apps are some of the most-used in the world, and meeting consumers where they are already spending a significant amount of their time online is vital for providing a seamless user experience,” Silverstone said in a statement.

“By introducing a distributed commerce model into Australia’s ticketing landscape, Eventbrite is marking a line in the sand that signals a fundamental shift in the industry. We’re bringing an openness to the market that puts the customer at its core: We’re helping event organisers sell more tickets by making them available to purchase where their audiences already are.”

Facebook events ticketing product manager, Yoav Zeevi, said the company’s primary focus is to make selling tickets easier for its partners like Eventbrite.

“We’ve had great feedback from our partners that posting on Facebook helps them drive sales and attendance,” he said.

A similar integration move has already been rolled out in the US. According to the social media giant, results from the partnership show events published through organisers’ Facebook pages are seeing two times more ticket sales and registrations than events redirected out of Facebook to a ticketing page. 

Head of investment at media agency Maxus, Ricky Chanana, praised the Facebook and Eventbrite integration. 

“This is a strategic and clever partnership, particularly for Eventbrite,” he said. “Most consumers expect brands to provide 'click to purchase' opportunities in this day and age, especially when they are providing layers of personal data on a daily basis such as interests, check-ins, hobbies, and brand interactions."   With that in mind, Chanana said giving the consumer fewer hoops to jump through when buying a ticket — doing away with multiple pages, new windows and forms to fill in — means people are far less likely to abandon their order, reducing drop-off.  

“Looking at this partnership from a human behaviour lens, the four key ingredients needed to land a successful event are a) your top friends b) the event location c) event date/calendar d) event reminder. Facebook ticks all of these boxes at scale,” he told CMO.  

In related news, Eventbrite has also hatched a new global integration with Spotify, which will see the music streaming app recommend Eventbrite events to its 100 million listeners based on their music preferences and alongside their favourite artists and albums.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu      

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Why it’s time to ditch the 4Ps and embrace the 4Cs of modern marketing purpose

There is a very simple and fascinating experiment you can conduct in your own organisation: Ask 10 of your colleagues to define ‘marketing’. I can guarantee 10 widely varying definitions.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

Latest Podcast

More podcasts

Sign in