A Canadian Beer brand, Molson Beer - part of the Coors family, has integrated mobile ticketing to one of its recent promotions. First off the aim of the campaign was to imaginatively engage the beers' predominantly male audience with research pointed to the mobile phone being the only constant in their fragmented lives. The brand used a basic SMS competition, incorporating a shortcode and keyword to give away tickets to 5 secret gigs, with the identity of the performing band not being revealed until the night itself!
The mysterious concerts were promoted online, on radio and using posters in urban centers. All avenues encouraged consumers to sign - up of their chance to win tickets and they would receive more information via text message. Over the following weeks clues to reveal who the performing band would be were sent via SMS and the first consumers to reply with the correct guess won the tickets. Using SMS also helped to build hype and buzz effect as 47% of ticket winners got their ticket virally from someone passing the clue on to them.
With huge success the concert series sold out and and 30% of those who attended agreed to join the Molson database. A further 1,000 people who couldn't attend also agreed to join this list. The first concert actually sold out in 3 and a half hours illustrating the immediate response and effect achieved when using mobile. Once registered as ticket winners, each person received their barcoded ticket which was scanned by staff to permit entry. Finally, dates and locations of the "Flash" parties were sent out via text message 48 hours before each concert to remind concert goers not to forget to turn up!!
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As part of this years Bud Rising Activity Budweiser last night held a special free gig at the Temple Bar Music Centre in Dublin where Maximo Park were performers together with The Noisettes. Tickets were advertised last week in the city's free sheet newspapers after a significant period of online advertising.
Banner ads directed anyone who clicked through to the official budrising website to an area where they could register to receive a free ticket, the ticket for the event was then sent to their mobile phone. If you remember we did this before at a Primal Scream event last November in the Guinness Storehouse? Upon arrival promotional staff validated all tickets through a networked system to prevent mal - redemption.
Anyway, last night we officially introduced the newest member of our family - our Bluetooth machine! Posters around the venue called on revellers to turn on their bluetooth to receive a video clip of the band's new video to their phones for free. About 600 people were there on the night and so it was a great opportunity to see bluetooth in action. The interest that was generated from the posters and the file arriving onto phones was great to see and also quite obvious as we witnessed sights of fans looking into their phones to download the content and showing the clip to friends. A great introduction for bluetooth and hopefully just the beginning...
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