SeatGeek has become synonymous with YouTube star David Dobrik. Together, we’ve partnered on 30 videos that have garnered more than 260 million views. In each video, Dobrik’s found unique ways to give back - from purchasing over a dozen luxury cars to paying off a friend’s college tuition to even gifting Super Bowl tickets.
So when Dobrik asked us to be a part of one epic partnership for the holidays, we knew we had to be involved.
We also had recently launched our Team SeatGeek Instagram handle: a community focused on celebrating the work of SeatGeek’s creator community. We viewed this partnership with Dobrik as a perfect opportunity to take Team SeatGeek mainstream.
We decided the giveaway would play into the “SeatGeek as a car dealership” meme that David had made popular, where one lucky fan would receive a Tesla for the holidays.
To capitalize on the moment, we needed to make sure fans actively interacted with the Team SeatGeek brand. Here’s how it worked: fans had to follow both Dobrik and Team SeatGeek on Instagram, tag a friend in the comments, and share the post on their Instagram story. While more of a lift for fans, we wanted participants to promote the campaign to people outside of Dobrik’s audience to maximize engagement.
To give the giveaway a sense of urgency, we limited the participation window to only 3 days, with the winner being chosen on Christmas Eve.
Our campaign with Dobrik went viral and in total, we had 2.5m entries:
4.4m likes and 2.9m comments on Dobrik’s Instagram post announcing the giveaway within 24 hours, making it Dobrik's most engaged post ever
2.5m stories posted by users that mentioned the campaign and tagged @TeamSeatGeek Instagram handle
#8 trending topic on Twitter in the U.S.
1.8m followers gained on @TeamSeatGeek’s Instagram handle and 618k likes on the post announcing the giveaway within 24 hours
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