The Ticketmaster Nexus Program provides access to over 100 certified technology partners that enable our clients to make smarter decisions and unlock additional fan experience opportunities.
A notable member of the Nexus Program, Pogoseat, offers Text-to-Buy software that teams and venues can leverage to connect directly with fans via SMS. It also offers several additional services, including last-minute tickets, student ticketing and more.
By seamlessly integrating with Ticketmaster’s API, Pogoseat enables clients to fill open inventory effectively while discovering and engaging with new fans.
Why Text-to-Buy?
Text-to-buy is a highly effective way to connect with fans. A study from Gartner shows that text-messaging boasts open rates of 98% compared to traditional email’s average rate of 20%.1
Text-to-Buy offers clients an opportunity to build a closer, more personalized relationship with their fans along with the ability to capture payments and sell incremental tickets. Text messaging cuts through the noise and helps discover fans on messaging platforms where they’re already spending most of their time.”
Kiran Patel
CEO, Pogoseat
Below, we explore how several Ticketmaster clients are leveraging this form of conversational commerce to achieve positive business results.
Detroit Pistons
During the 2023-24 NBA season, the Detroit Pistons utilized Pogoseat’s text-to-buy capabilities to fill open inventory at Little Caesars Arena. The team sent fans exclusive ticket offers via SMS for every home game, including preseason matchups.
To create these offers, the Pistons’ marketing and operations teams worked across departments to set prices and craft personalized messages. The offers typically consisted of three different price levels, allowing fans to choose their preferred seating area and spend.
Integration With Ticketmaster
The Pistons’ partnership with Ticketmaster streamlined their integration with Pogoseat. By linking Ticketmaster’s API to Pogoseat, the Pistons could easily determine available inventory ahead of each game. Once the ticket allocation for the offer was selected, the Pistons worked with Pogoseat to develop and send targeted messages to fans who had opted in for notifications.
The purchase process is straightforward for fans. Upon receiving the message with the offer, they simply indicate the number of seats they want and respond with a text saying ‘Buy’. Once the transaction is completed, the tickets are automatically linked to their Ticketmaster account.
Pogoseat has helped reduce the friction of buying a ticket with their text for tickets platform. By using their technology, we’ve been able to drive value to our fans by messaging last-minute deals and make attending a game as simple as replying to a text.”
Mike Donnay
VP, Marketing Operations, Detroit Pistons
Exceeding Expectations
By the end of the 2023-24 NBA regular season, the organization was satisfied with the growing number of fans receiving the offers.
17K
Fans opted in for messaging
As more fans opted in for messaging, the Pistons also saw a very low percentage of fans opting out, a strong indication that fans were eager to attend games, even if they didn’t make a purchase every time.
Pittsburgh Steelers
The Pittsburgh Steelers introduced Pogoseat during the 2023 NFL regular season to engage and build a foundation with their younger fanbase. With season tickets in high demand, the Steelers were looking to create accessible ways for younger fans to attend games at Acrisure Stadium.
Steelers Student Rush
The program, called ‘Steelers Student Rush,’ offers a $50 standing-room-only ticket to students with a valid .edu email address. The tickets are available on a first-come, first-serve basis, and students are limited to purchasing a maximum of two tickets. Resale is also disabled for this offer.
The Steelers approached this integration between Ticketmaster and Pogoseat with the intention of diversifying the demographic of their fanbase. As one of the NFL’s oldest franchises, the Steelers are excited to welcome a new generation of passionate fans, ensuring enthusiasm for the team continues for years to come.
40%
Conversion rate when using the Pogoseat algorithm
Following the success of the 2023 campaign, the Steelers Student Rush offer is set to return for the 2024 season.
Pogoseat has been instrumental in the successful launch of our Steelers Student Rush program. Their technology has made ticket purchasing simple for students and helped open a new channel for us to connect with them. The seamless ticket-buying process and the crucial integration with Ticketmaster have been foundational to our program’s early success.”
Justin Mitchell
Director of Marketing, Pittsburgh Steelers
Winnipeg Jets
Starting in the 2023-24 NHL season, the Winnipeg Jets strategically partnered with Pogoseat to drive immediate ticket sales and grow their database of qualified leads.
Leveraging Pogoseat’s technology, the organization introduced the Jets Student Rush program, offering exclusive discounted tickets to eligible students. This initiative achieved impressive results, with signups yielding an 85% conversion rate.
Building on this success, the Jets expanded their text-to-buy capabilities to engage their broader fanbase. The organization launched its ‘Jets Standby’ program, which provided fans the opportunity to purchase last-minute tickets to games, effectively filling open inventory and maximizing attendance.
147%
Subscriber Growth Between December 2023 and May 2024
Partnering with Pogoseat has helped our organization discover new fans, as well as engaging existing fans with an effortless way to purchase tickets through our Jets Student Rush and Jets Standby (last-minute) programs. We are pleased with the positive impact this partnership has had on our fans.”
Linzy Jones
Vice President, Ticket Operations & Consumer Sales, Winnipeg Jets
Enhancing the Fan Experience
By simplifying the ticket-buying process through SMS and offering targeted, timely deals, teams can create a seamless and enjoyable experience for fans. As more organizations adopt these technologies, the future of ticket sales and fan interaction promises to be more dynamic and efficient, setting new standards for the industry.
With certified technology partners like Pogoseat, the Nexus Program continues to provide Ticketmaster clients with innovative and accessible ways to discover and engage with the next generation of fans.
As a privileged Nexus Partner, I can confidently say that partnering with Ticketmaster has been an absolute game-changer for our business as it has opened doors to an expansive network, allowing us to reach new heights of success and continue to innovate new ticketing functionality. The exposure and credibility that come with being associated with such a trusted name in the industry has been invaluable to our growth and reputation.”
Kiran Patel
CEO, Pogoseat
Want a deeper dive into the ticketing industry’s latest trends, including the impact of flexible ticketing models? Check out our 2024 State of Ticketing: Innovation in Ticketing Technology report — now available exclusively to Ticketmaster clients (log in required).
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