While this partnership has the benefit of enabling customers to purchase tickets within Facebook, without having to redirect to another site, it also provides AXS with valuable data by leveraging user behavior on a participating artist’s page.
Many users discover events on Facebook. After navigating through artist pages or recommended events, they can now complete ticket transactions without leaving the platform, at least in the U.S., where this partnership is currently restricted to, as a company rep explained to Pollstar. More territories are to follow throughout the first quarter of next year.
Purchasers receive their tickets through a QR code accessible through their Facebook app, which can be used to directly enter the event. The ticket also becomes available via an AXS digital ticket or through the AXS app.
AXS claims “the checkout process can be completed in two clicks,” provided ticket buyers have provided all the necessary information to Facebook, which includes name, email address and payment information.
Bryan Perez, CEO of AXS, commented: “This is more than just distribution, it’s about furthering our mission to personalize every aspect of the event going experience and allow fans to get tickets wherever they are.”
He added: “Events are social by nature, and the two billion-plus users from Facebook adds an essential element to AXS Anywhere and our partner distribution strategy. This relationship exemplifies our strategy of serving the right ticket, to the right fan in the right channel.”
The Spotify partnership announced in June was part of this strategy. Spotify’s 140m active users receive personalized event recommendations based on their listening behavior, artist preferences and location, and are able to buy AXS tickets through the Spotify desktop or mobile app.
The Spotify partnership is a global one. Participating venues include Staples Center, Santa Barbara Bowl, Red Rocks Amphitheatre, Sprint Center, Target Center, Verizon Theatre, Forest Hills Stadium and Infinite Energy Center in the US, The O2, SSE Arena Wembley and Hyde Park in the UK and Sweden’s four major arenas Ericsson Globe, Tele2 Arena, Hovet and Annexet.
In August, AXS announced it had added Groupon, Goldstarand Gametime & Entertainment Benefits Group to its AXS Anywhere program.