Brief:

• SeatGeek, the online marketplace for sports, concert and theater tickets, partnered with in-car vending company Cargo on ticket sales. Ride-hailing passengers using the Cargo mobile app during a ride can save as much as $30 on tickets and access exclusive deals, according to an announcement shared with Mobile Marketer.
• Passengers need to enter their driver's unique code into the Cargo mobile menu to see available SeatGeek tickets, then check out with a mobile wallet or credit card. SeatGeek and Cargo aim to reach passengers as they explore a new city or during their regular commutes to work or home.
• Cargo has installed boxes containing snacks, energy drinks, mobile electronics and other consumer goods in about 12,000 vehicles.

Insight:

The partnership between SeatGeek and Cargo is a mutually beneficial deal that could help both companies reach the captive market of ride-hailing passengers who are freed up to do other activities during a drive, such as using smartphones. It allows Cargo to expand its offering beyond the sales of physical goods, like snacks and drinks, into the realm of exclusive ticket offers, and brings SeatGeek to consumers at a time when they normally wouldn't be searching for tickets otherwise.

The deal is the latest for Cargo, which has been actively looking for mobile and ride-sharing partners. Cargo in November struck a deal with mobile payment service Venmo to let passengers pay for goods seamlessly on their smartphones in the familiar payment app. Cargo also has an exclusive partnership with ride-hailing pioneer Uber that lets drivers pick up a Cargo product box at driver onboarding and support centers known as Uber Greenlight Hubs.

Cargo touts itself as the only scalable, data-driven in-car solution for reaching millennials and Gen Zers who use ride-hailing services, and has gradually expanded in major cities throughout the United States. Cargo has run several promotions with CPG giants including Coca-Cola, Red Bull, Mars and Kellogg's to get their products into more cars and into the hands of on-the-go consumers. Cargo reportedly completes a transaction every 5.39 seconds, while products reach 9 million passengers a month, according to Bloomberg.

Meanwhile, SeatGeek has also been actively seeking partnerships. The company last year partnered with ride-hailing company Lyft to make it easier for ticket buyers to reserve rides to and from stadiums, theaters, arenas and other venues offering live entertainment. Passengers who request a Lyft ride through the SeatGeek app automatically see their seat location featured in the Lyft app to ensure that the driver drops them off as close to their designated entrance as possible.