Innovation That Matters

Mobile marketing at music festivals


Mobile phones promise to revolutionize event marketing and let sponsors reach visitors in uniquely personal ways that would be impossible with conventional media. Witness V Festival, held this August in Weston Park and Hylands Park. The festival gave its namesake sponsor, mobile network provider Virgin Mobile, a chance to show off some innovative phone uses and bond with thousands of attendees. Besides watching popular bands like the Foo Fighters and Primal Scream, attendees could download a ‘Mobile Festival Survival Kit’ onto their phones. Each kit contained a grab bag of concert-enhancing applications. Among them, according to Mobile Marketing Magazine: brightly coloured, flashing screensavers that let visitors find each other in crowds, flame-like graphics designed to take the place of the lighters concert goers wave during ballads, and lighted cell-phone displays that acted like flashlights. People were also able to sign up for text alerts warning them when a concert was about to begin. The survival kit was developed for Virgin by Mobster Media a UK marketing communications firm. Mobster’s V Festival survival kit is just one example of how event marketers can use mobile devices in unique ways. This August, for example, Springwise reported on a portable laundromat set up by denim brand Wrangler at the Lowlands music festival in the Netherlands. A text message informed patrons when their clothes were ready for to be picked up. Lots more possibilities exist. Merged with GPS, mobile devices could help event-goers find one another. Web cams could show where lines were shortest at concession stands and onstage performances could be supplemented by song lyrics to let audiences join in. Spotted by: Bjarke Svendsen



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