September 8, 2006
Trial run of Tapahtuma.tv mobile marketing at UMO Jazz Fest
UMO Jazz Fest, held from August 31 to September 3, 2006, made its mark in the history of mobile marketing. UMO tested how the Tapahtuma.tv marketing concept developed by Mix Media Oy worked for an international jazz event.
The basic idea of the concept is to combine event marketing based on a video image with ticket purchase in digital medium. UMO Jazz Fest tested the new marketing channel by first producing video trailers of their concerts both for their web-pages (www.tapahtuma.tv) and also for mobile networks in a broadcast format for the DVB-H network and in on-demand-format for the 3G-network. The mobile trial run was carried out as part of the overall Forum Virium Helsinki project in cooperation with its Finnish Mobile TV project and the Dimes Flow project.
A separate channel for DVB-H-based mobile television showing the concert trailers was created especially for the UMO Jazz Fest. An interactive link was incorporated in the videos connecting visitors directly to ticket sales (Lippupiste, telephone sales), if needed. Tickets could be paid by credit card and afterwards the buyer received a bar-coded ticket via an SMS text message on their mobile phone. At the venue, the SMS ticket was checked with a reading device before entry to the event.
The mobile service was presented to the international audience at the UMO Jazz Fest with Nokia N92 and E61 phones operating on the latest Symbian S60 platform. The trial aroused interest and there were a lot of questions about how to implement a similar system in other European countries.
The main advantages of mobile marketing are ease of use, speed and security. For ticket vendors, the use of the mobile ticket will mean substantial cost savings. It is predicted that the practice of linking ancillary products to mobile tickets will become increasingly common, for example a discount voucher for a CD or for drinks at the venue can easily be added. Lippupiste’s Managing Director Ari Palhamo says that the response to SMS tickets was surprisingly positive at the UMO Jazz Fest ticket check.
Mix Media now plans to develop a WAP service for Tapahtuma.tv, which will make payment easier, because you will be able to pay for the ticket using your own Internet bank code. Before deciding, the buyer can find out about the content of the event by watching the video trailers.
Click here to watch videos (in English)
Mix Media Oy, developer of the Tapahtuma.tv concept, Managing Director Helena Lehtimäki: tel. +358 (0)40 5629 441
UMO Jazz Fest, Marketing Manager Thomas Noreila
Finnish Mobile TV, Technology Manager Jonas Kronlund
Elisa Flow, Department Manager Seppo Jukkara
TietoEnator
Lippupiste, Managing Director Ari Palhamo
Funvision, Managing Director Timo Kiippa (mobile ticket)
