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Interactive Wireless Promotions at Madonna’s Concerts

mBlox, the premier provider of mobile messaging infrastructure, and wireless marketing leader YellowPepper Wireless, launched a series of in-stadium wireless promotions earlier this month at the Madonna and Eric Clapton concerts.
Fans inside the Philips Arena won instant seat upgrades by participating in wireless promotions. The audience was invited to call a free telephone number or send a text message to a dedicated shortcode. Just before the concert, lucky winners were informed via mobile phone and given their seat upgrades.
“These groundbreaking campaigns demonstrate that entertainment venues can use the power of mobile and premium solutions to reach and engage their audiences in new and exciting ways,” said Michael Erickson, Chief Information Officer of YellowPepper Wireless. “High response rates indicate the popularity of this medium.”
This technology allows the Philips Arena to conduct one-to-one interactions with their visitors and will enable it to create affinity programs in the near future. Supported by mBlox and YellowPepper Wireless, arenas are entertaining plans to launch wireless ticketing services and wireless loyalty programs for season ticket holders.
“We are pleased to power the launch of these highly innovative wireless promotions,” said Jay Emmet, President of the Americas at mBlox. “This campaign clearly demonstrates how text messaging allows audiences to interact in more rich and compelling ways with the event, the artist and the arena.”
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