Enpocket Powers Secret Summer Music Gigs in Promotion of Vodafone LIVE! Music

Background:
Vodafone live!, the carrier’s mobile content portal, represents the nucleus of Vodafone’s mobile data strategy. With voice revenues predicted to level out across most advanced mobile markets including the UK, Vodafone live! is of paramount importance to the company. Music is a critical component of the live! offering, and Vodafone wanted to draw upon the universal appeal of music for their summer data promotion. Vodafone regularly uses the MMS channel to promote content and services to their subscribers.  They took it a step further with a big summer-long promotion around secret music gigs in their “Summer of Live” campaign. Some of the richest and most varied uses to date of the mobile channel have been used to support the promotion.

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• Drive increased penetration and usage of Vodafone live! products and services
• Demonstrate increased Average Revenue Per User
• Foster understanding of depth and breadth of Vodafone live! services
• Create a buzz around Summer of live! content offerings

Solution:
As part of Vodafone UK's initial three-year commitment to live music, it has created two major live music properties. "TBA", a series of six "spontaneous" gigs by top bands, including The Zutones and Snow Patrol, in cities around the country. These, predominantly open-air, urban concerts have been taking place monthly and climax with The Vodafone Live Music Awards in October. The location of each gig is announced just days or even hours beforehand.

Vodafone and Enpocket are building the buzz and facilitating 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 Vodafone live!
• Text competitions using SMS short codes promoted off TV, press and radio, allowing all mobile users the opportunity to win tickets.
• A 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 at the venues.

Results:
Vodafone is leading the way, using the latest marketing services to educate its customer base. MMS has proved to be the ideal medium for promoting the vast range of services that are available through Vodafone live! and for driving customers direct to content from their mobile phones.

User experience is far simpler when one medium is used for receiving and redeeming advertised offers, and consequently the inclusion of WAP links in MMS messages has helped to boost conversion rates. Enpocket’s range of services and scalable technologies have enabled Vodafone to create and deliver mass media campaigns via MMS, while giving a better insight into what really matters to the mobile consumer. The main achievements of the project to date include:

• Revenues from music product sold on Vodafone Live! pertaining to the artist featured in the secret concert gig increased on average by 10%
• A significant increase in the use of mobile data services and music track downloads.
• Improved visibility and understanding of Vodafone live! consumer usage - in real-time
• Rapid delivery of time sensitive campaigns
• Optimization of creative content to suit user profiles and handset types
• A head start on the competition in next generation marketing of mobile applicationsBottom of Form