July 2007, T-Mobile Street Gigs – Mobile ticket lottery
The German telecommunications giant T-Mobile has this summer started a new campaign to bind their existing young customers as well as try to convince young customers that currently use other providers to switch. The campaign is called Street Gigs and it kicked-off in Cologne on the 26th of June 2007.
T-Mobile has chosen a new approach to distribute the tickets for these events:
- The tickets only exists as mobile tickets
- The tickets can’t be bought
- The only way to get to the tickets is by registering on the T-Mobile Street Gigs website, and by doing this you automatically take part in a ticket lottery
- Also none T-Mobile customers can register, the only pre-requisite is that you have a mobile number
- If you are successful in the lottery the tickets are for free, you are even allowed to bring a second person with you
This way of allocating tickets is not really new, many major sport events use lottery processes to allocate tickets. What is new is the combination of lottery allocation, mobile distribution and free tickets. The advantages of this new approach according to T-Mobile are:
- Quick and easy delivery of tickets
- The system guarantees a full house at the concert
One can also draw the conclusion that in addition to the above advantages, T-Mobile also benefits from the following points:
- Data collection on who attends these kind of events
- With the mobile numbers collected they can research user patterns in order to target the users with tailor made service offerings
All in all it is an innovative way to allocate and distribute free tickets to events and we will probably see more of this in the future.
Sources:
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