Following on from the Media frenzy that was the announcement and sale of tickets for Michael Jackson’s final shows in the UK, we have some Mobile-related news dovetailing in to it…
Tanla Mobile was selected as AEG Live’s partner to provide a mobile short code and be involved in a mobile direct response campaign to allow fans to pre-register for tickets, receive event updates and enter competitions. Fans were also able to pre-register via web which Tanla was not involved in.
The mobile campaign meant fans could register their interest for tickets before they were put on sale by simply texting ‘MJ’ to 81707. Using Tanla’s Campaign Manager platform, PINs were then sent free to all those who register via mobile which could be used ahead of general on sale date to get their tickets, subject to availability.
The campaign went live when Jackson arrived in London and had already attracted global attention as the concerts are said by Jackson himself to be his last in the UK. Further dates were publicised through an extensive media schedule, including the UK’s first TV commercial for a music artist to run the entire three and a half minutes of an ad break on Sunday night on ITV1, further supported by press adverts, billboards, tube posters and radio.
Overall then I would suggest a very successful process – since 750K tickets were sold in a VERY quick timeframe!
[Via: Neondrum]