Creating a new category
The Challenge
Eventbrite needed to establish clear category leadership in the evolving events landscape of 2025. While their previous "Niche to Meet You" report successfully captured cultural attention around offline dating, they sought to broaden their narrative beyond dating to own the broader conversation around how young adults (18-35) gather and connect in-person.
The Approach
Through strategic research and creative development, we identified an unprecedented opportunity: defining an entirely new category of gathering spaces that bridge digital and physical worlds.
the results:
We created Fourth Spaces™ – a transformative framework that positions Eventbrite at the intersection of online communities and real-world connection. Backed by comprehensive research with 2,000 respondents, we demonstrated that 95% of young adults want to explore their online interests through in-person experiences.
The concept resonated so powerfully that Eventbrite immediately trademarked Fourth Spaces™, integrating it into their strategic roadmap and broader business vision.
Testimonial:
"Fourth Spaces has been incredible for us internally - everyone's so excited. The narrative is so powerful, and we're now planning brand activations and strategy around it. Eventbrite is now in a position where we can position ourselves as a cultural trends authority. We know what's happening with the future of gatherings, specifically with young people…
The collaboration was very effective, very streamlined. I think we were just really vibing - our teams worked together very well.
Everything that we're planning now builds on Fourth Spaces because we want to continue to tell that story and narrative time and time again."
-Senior Director of Communications, Eventbrite
