Music festivals draws big crowds with the big names and Gaffa was on the spot at the infamous music events in Denmark of the summer 2007.

Introduction

GAFFA is a versatile company with its core business being music. The company is sub-branching though into many difference directions, one of them being the successful GAFFA mobil. GAFFA is very aware of its marketing campaign, and one of the cornerstones in the marketing plan is to expose the GAFFA brand with mobile marketing and in particular at music events.

Objectives/Goals

The overall campaign goal was toincrease the participants festival experience, increase wordof-mouth of the event and supply the fanswith live music from the day, which ultimatelyleads to higher sales.

Solution

Prior to the festival live date, Gaffa finds the strategically best placement for the BlipNodes. GAFFA Mobil draws upon its prior experience in implementing the bluetooth mobile marketing solution from BLIP Systems in the outdoor environment with the cultural context at the 2007 Beatday festival. GAFFA Mobil had developed a BLIP Explorer, a mobile brochure, which contained a music program for that day, a link to a list of true-tones for the bands that played and contact possibilities.

Results

The interest was extremely high at the festival and 23% of the participants at the festival had visible bluetooth. Gaffa also did the ticket sales for the event, which influenced the results in a positively, as the participants had to come by the Gaffa location. Success download was 21%.