Using Mobile Marketing At Events

The last decade has seen mobile technology increasingly be incorporated into events both on television and live

. With phones being so widely used, they have allowed event organisers to offer their audiences a more inclusive and engaging experience. New and innovative ways are quickly being found to utilise the technology presently available but as it is rapidly becoming more sophisticated, the opportunities for organisers are exciting.

Television, as mentioned before, is an effective user of mobile technology. Shows such as American Idol that feature text voting have made mobile phones an integral aspect of the product they offer viewers. By giving the audience the chance to communicate their preferences and ultimately decide the winner of each season, Idol created a more engaging experience for its viewers that is in part responsible for it's consistent number one spot in the television ratings.

The popularity of using mobile technology in television has translated to other types of event. Recently, the US Open tennis tournament made use of text marketing to fill in the downtime between matches. Prompts that appeared throughout the day on the replay screen called for the crowd to vote on such things as the upcoming song, trivia questions or just allowing patrons to message in why they love tennis. Organisers have said that future editions of the tournament will continue to use the system while also giving those who text in the opportunity to receive alerts on match scores and other relevant updates.

The rapid emergence of smart phones is perhaps the biggest development in the way mobile technology is and will be used in events. One of the central features of smart phones is their ability to run a diverse array of specially made applications. This has lead organisers to create their own downloadable applications that tie into their events. The US Open previously mentioned is one example of this where it created an application that would provide users with live scoring and tournament information.

The online features of smart phones will also herald significant developments in event promotion. Recently, the Red Bull Air Race used the social networking service, Whrrl, to create its own online society. Because Whrrl makes can take account of a users location when they are using a mobile to access it, the Red Bull society was able to provide those who joined up with exclusive content and event updates that was relevant to their location.

by: Alastair Espie.

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