Online ticketing service StubHub is rebranding in an effort to appeal to today's picture-sharing, social media generation of millennials.
The eBay-owned company posits that the more people share their experiences from ticketed events across social media, the more others will want to go out and experience something similar.
StubHub calls this phenomenon the "experience economy" and likens shared photos to a new form of social currency.
That said, StubHub's rebranding mission includes the launch of its first global marketing campaign, along with a new logo and color palate. The goal here is to help the company attract more brand partners and gain a wider audience.
StubHub's signature thought bubble logo design remains intact, and it really plays into the whole "experience economy" theme the company is going for.
"The StubHub word bubble is now used to express the range of audience emotions and desires, and is symbolic of the stories that fans will share around an event," the company wrote in a press release.
Still, it's not exactly clear what StubHub plans to do to encourage shareable moments in a way that will actually benefit the company. Details of it's multi-channel brand campaign are sparse, except that it will include "radio and digital tactics in the U.S., Canada, the UK and Germany, as well as cinema and out-of-home in the U.S., the U.K. and Germany."
Taking a step back, the motives behind StubHub's rebrand could very well be rooted in its parent company eBay. The e-commerce marketplace has been struggling to recapture the growth momentum it had prior to its split from PayPal last year.
However, in eBay's most recent quarterly earnings report, StubHub was shown to have grown revenue by 34 percent to $177 million -- significantly above eBay's tepid 4 percent growth rate overall.
But if eBay is hoping to gin up interest in StubHub to further accelerate its growth, this rebranding effort seems like a major shot in the dark.