David Boddington, Technical Director

thisismovement.co.uk

@MovementLondon

mTicketing:

Our Garden @

V Festival

Festivals are amazing events.

But pretty grim at times...

Our Garden: An exclusive area of the festival for Virgin Media customers with Wi-Fi, phone chargers, posh loos, free drinks and massages.

Virgin identified their customers who were going to V Festival and invited them to register for access to Our Garden

This is where mobile kicked in.

The mobisite meant more content was to-hand across all devices.

Why mTickets?

• Novelty factor

• Paper tickets get lost

• Increased redemption rates

• Lower delivery costs

• Secure

• Tracking, measurement and reporting

• Easy to drive to additional content via a mobile destination

• Cross-promotional opportunities

What were the results?

• 95% thought the text process was “very easy” or “easy”

• Over half of those surveyed felt warmer to the Virgin Media brand and 70% felt VM rewards it’s customers.

• Redemption rate above 40% for the last 2 years , compared to 30% for paper tickets previously

• This year, the mobisite achieved a 64% CTR from the mTicket page

• Nominated for “Most Effective Mobile Ticketing Solution” at the 2011 Effective Mobile Marketing Awards

2012?

• Incremental operational improvements?

• Exclusive content?

• End-2-end mobile integration including registration?

• NFC?

• Social Media integration?

• Messaging - alerts/reminders?

The future of mTickets?