Mobile marketing specialist Enpocket is planning and delivering the activity, with the next Vodafone TBA [To Be Announced] gig to be The Zutons in Liverpool on May 20. The locations of the TBA gigs are kept secret until the last moment, and the gigs are broadcast later by Channel 4 and E4.
Before the gigs, Vodafone customers will receive MMS messages inviting them to download full-length music tracks and realtones from the Vodafone Live! portal to be entered into a ticket draw, and encouraging them to watch the gig via Vodafone Live!.
People will be targeted through TV, press and radio ads providing an SMS shortcode to enter the ticket draw. Customers of non-Vodafone mobile networks can learn about the events via a Wap site.
Mobile will be used for event ticketing as well as marketing, via SMS barcodes which will be scanned at the venues.
Dominic Chambers, head of brand and marketing at Vodafone UK, said: "The fact that mobile is 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."
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