Some of the richest and most varied uses to date of the mobile channel are being used to support the Vodafone Live Music TBA gigs and Live Music Awards. The mobile marketing activity, planned, created and delivered by Enpocket, the leader in Intelligent Mobile MarketingTM, supports the events throughout the summer.
With the Zutons epic return home to Liverpool on 20th May (as part of the Vodafone TBA gigs), Vodafone and Enpocket are building the buzz and facilitating attendance at the venues through:
- MMS campaigns to Vodafone customers
- Inviting customers to enter a draw to win tickets through downloading full music tracks and realtones from Vodafone live!
- Encouraging customers to stream the gig on Vodafone live!
- Text competitions using SMS short codes promoted off TV, press and radio, allowing all mobile users the opportunity to win tickets.
- A Live Music WAP site for customers on non-Vodafone networks to learn about the events (Text ‘track’ to 61500 to view.)
- Mobile ticketing incorporating pioneering SMS bar codes for simple, unique user redemption at the venues.
Jeremy Wright, co-founder of Enpocket, said: “This activity shows just how useful and effective integrated mobile marketing can be, delivering rich multimedia experiences via MMS, engaging wider audiences via text in to short codes, providing information on WAP, and vouchers/ticketing to the person for simple redemption via SMS.”
Dominic Chambers, Head of Brand and Marketing at Vodafone UK, said: “The fact that mobile is now such a rich, personal medium with universal anytime/anywhere reach means it is an unrivalled communication channel. This pioneering work by Enpocket amply demonstrates the major role mobile can play in the marketing mix.”
As part of Vodafone UK’s initial three-year commitment to live music, it has created two major live music properties. “TBA”, a series of six “spontaneous” gigs by top bands in cities around the country. These, predominantly open-air, urban concerts will take place monthly and climax with The Vodafone Live Music Awards in October. The location of each gig is announced just days or even hours beforehand.
