Client
160over90
Type of Work
Experiential
Overview
As an Experiential Intern at 160over90, I collaborated on a strategic growth initiative for Ticketmaster to reposition the brand from a functional ticketing service to an integral event partner. While Ticketmaster dominates the market in sheer volume, the brand faced a need to improve perception and build equity with a younger generation of fans. To solve this, my team designed a high-impact, immersive brand activation centered around one of the most culturally significant rivalries in college sports: UCLA vs. USC. By leveraging the Endeavor Flywheel—a dynamic ecosystem connecting talent (WME), hospitality (On Location), and cultural marketing (160over90)—we created a scalable experiential model that turns a standard game day into a premium brand touchpoint.
The Ask
Transform Ticketmaster’s brand perception among Gen Z and Millennial audiences from a utility company to an essential event partner through high-value experiential activations.
The Strategy
Reposition Ticketmaster as a community and lifestyle facilitator by creating the "Ticketmaster Tailgate"—an exclusive, premium pre-game experience available only to fans who purchased tickets through the platform. This strategy shifts the focus from the transaction to the emotion of victory, rewarding brand loyalty with tangible perks like gourmet catering, celebrity interactions, and VIP sweepstakes.
The Activation
I focused on the experiential elements, engineering two almost-identical tailgates in Lots B and C of the Rose Bowl. I utilized vintage-inspired branding to appeal to the aesthetic preferences of college students and alumni alike. By leveraging vintage-inspired visual identity and branding, it bridges the generational gap between current college students and established alumni. This cohesive aesthetic forsters a shared sense of school tradition, resulting in a seamless, premium fan experience.
Touchpoints
One touchpoint I developed was the check in process, transforming a standard administrative entry into a high-value brand engagement. The entry process is designed around three primary functional areas that double as brand moments. Ticket Scanners: This is the first physical interaction where the "transaction" ends and the "experience" begins. Using vintage ticket designs for these scanners reinforces the concept's aesthetic while performing the necessary entry validation. Data Collection & Registration: Guests register for sweepstakes and marketing promotions as they enter. This captures essential attendee data and incentivizes participation by announcing that the prize winner will be chosen from the fan base (UCLA or USC) with the most registrations. It also allows Ticketmaster to collect high-quality data on attendees, which is essential for ongoing marketing and CRM efforts. Premium Pickup Counter: A dedicated station where attendees receive tangible concept-related items, further cementing the exclusive nature of the tailgate.
Talent Integration
Leveraging the Endeavor network, we invited famous alumni, such as Snoop Dogg, Olivia Rodrigo, and Will Ferrell to perform and interact with fans, justifying premium ticket value through exclusive access. Additionally, these stars are WME represented talent, so they would be easy to attain.
In collaboration with:
Hanna Doss-Wassily & Lily McDonald