Vodafone Live Music

Enpocket Powers Secret Summer Music Gigs in Promotion of Vodafone Live Music

Background:

Vodafone offers a vast range of services to music fans, including music content such as the 500,000 full music tracks available on its portal Vodafone live!  To show its commitment to quality music it launched a major live music initiative “TBA”, a series of six “spontaneous” gigs that climax with The Vodafone Live Music Awards.

Some of the richest and most varied uses to date of the mobile channel have been used to support “TBA”.  Vodafone regularly uses the MMS channel to promote content and services to their subscribers.  However for Vodafone Live Music it went beyond this and worked with Enpocket to plan, create and deliver an unprecedented range of mobile activity to support the gigs.

Objectives:

• Promote the events and drive downloads of music content

• Provide a mobile ticketing solution for entry to the gigs

• Give customers access to TBA information on their mobile phones

• Encourage customers to stream the gig on their mobile phones

Solution:

As part of Vodafone UK's initial three-year commitment to live music, TBA has given gig-goers the chance to attend free exclusive gigs from bands including the Pussycat Dolls, Razorlight, The Zutons and Snow Patrol.

Vodafone and its retained mobile marketing provider Enpocket have built the buzz and facilitated attendance at the gig 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 mobile TV on Vodafone live!

• Text competitions using SMS short codes promoted on TV, in the press and on radio, allowing all mobile users the opportunity to win tickets

• A Vodafone 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 and entry at the venues (delivered in conjunction with Mobiqa)

Results:

Vodafone has created and delivered a mass media campaign via mobile.

• Revenues from music products sold on Vodafone Live! increased on average by 10% during the weeks of the gigs
• Thousands of music downloads and thousands of subscriptions to Vodafone Live! music TV as a result of the MMS activity

Thousands of fans through the turnstiles with their mobile tickets