XP Tickets x Latenours
Four Instagram campaigns for the ticket marketplace built for fans.
XP (xp.xyz) is a membership ticket marketplace for concerts, sports and live events across the US and Canada. Members save up to 30%, prices are all-in from the start with no hidden fees, and their XP Sell flow lets fans get rid of unused tickets in 24 hours for credit they can actually use. We've worked with their marketing team across four Instagram campaigns to put the platform in front of the people who go to shows every weekend.
What they wanted
Instagram-first content that could do three different jobs across the year: a paid hero ad that explains XP to people who have never heard of it, an organic cultural moment around Spotify Wrapped, and a holiday giveaway that brings their community in. All of it living natively on Reels.
How we built it
We treated each campaign like its own piece of work instead of one repurposable template. The paid ad leans on a clear product story, the Wrapped moment reads as something a fan would actually post, and the giveaway is built for tags and shares. Everything was shot, cut and posted with Instagram in mind from the start.
Four campaigns, one platform
Each block is one of the campaigns we ran for XP on Instagram.
The hero ad that ran for six months straight
Our first piece for XP was a paid Instagram ad introducing the platform: what it is, why ticket fees are a scam, and why XP is different. They liked it enough to keep it in rotation for over six months and it kept performing the whole time, racking up engagement and pulling traffic to the app the whole way through.
1.6M+
Views
6+ mo
In rotation
Paid
Placement
The Spotify Wrapped drop
When Spotify Wrapped season hit, we teamed up with XP on a two-part organic Instagram moment tied to it. No paid push behind it, just posted to our feed and theirs, and it ended up pulling more than 25K organic views with strong engagement on both videos.
25K+
Organic views
2
Videos
Organic
Placement
$200 in XP credit for the holidays
Our December campaign with XP was a co-branded Instagram giveaway: $200 USD in XP credit you can spend on any concert, sports game or live event on the platform. Mechanic was simple, follow both accounts, tag your friends in the comments, and stack bonus entries from there. It became our holiday moment and one of XP's biggest community plays of the season.
$200
Prize pool
Tag-to-enter
Mechanic
Holiday
Push
A UGC story for the new resell flow
This one's a UGC piece for XP's newest campaign, the resell flow. The brief was the easy side of the platform: list a ticket you can't use and get credit back fast. We built it as a first-person, immersive story instead of a product spot, walking through the moment like a friend telling you about it, so the resell feature lands inside someone's actual concert week instead of feeling like an ad.
UGC
Format
XP Sell
Feature
Story-led
Treatment
Straight from the inbox
Notes from Regina at XP across the three campaigns.
Regina Morfin
XP Tickets
This video is epic. This is the first time working with a partner that I have no edit requests so really well done!
Regina Morfin
XP Tickets
This video looks great! No notes again, you guys always kill it.
Regina Morfin
XP Tickets
You guys are always such a pleasure to work with!