Gemeinhin ist man ja immer der Meinung, eingeschaltete Handys und philharmonische Konzerte gingen nicht zusammen. Doch auch hier sehen wir mittlerweile einige Veränderungen. Dieses Beispiel mit dem schlechten Wetter bei einem Open-Air-Konzert zeigt, dass der Service einfach “nur” relevant sein muss.

A few weeks ago, audience members at a New York Philharmonic concert in New York City’s Central Park voted for the encore. Given two options — Jimi Hendrix’s “Purple Haze” and Rimsky-Korsakov’s “Flight of the Bumblebee,” the audience members texted in their votes. About 74% of respondents voted for Hendrix, so that piece concluded the concert.

Vince Ford, the Philharmonic’s Director of New Media, told MobileActive a bit about the orchestra’s first steps into mobile marketing. “We have offered ringtones on our website for two years now, but beyond that we haven’t done much with mobile,” Ford said. “This week was our first step in that direction.” In addition to the SMS voting, the orchestra offered concert status SMS alerts on their website. “Not many people signed up, but once it rained on Monday the alerts really took off,” he said. Ford said that 5,000 people participated in the concert alerts or SMS voting. About 61,000 people attended the outdoor concert. [...]

The Philharmonic is considering a variety of options for text messaging in the future such as more ringtones, text message promotions for discount tickets, asking people to sign up for their email newsletter, and subway or traffic alerts before the concert. “As an incentive for future voting, we’ll offer a download for a free track from our digital download series,” Ford said. However, as the organization is considering how to use texting to promote the orchestra, a conversation about whether texting fits the “brand” has emerged. “A traditional classical concert might not fit as well,” Ford said. “If it’s a series that’s targeted to being interactive, it fits. It’s interesting how excited everyone is about what these technologies offer, but there are some interesting conversations whether mobile fits in with what we do. We think yes, and we’ve had nothing but excitement and positive feedback on during our concert.” Quelle

Weitere Artikel von Heike Scholz

• Umfrage: Mobile Web in 2009 Mainstream - 7. September 2008
• Mobile TV verlangt eigene Formate - 5. September 2008
• Nokia erwartet sinkenden Marktanteil - 5. September 2008
• Boardingpässe auf dem Handy setzen sich durch - 5. September 2008
• Mobile 2.0 Tagcloud auf dem MobileMonday Amsterdam - 5. September 2008

Verwandte Artikel

• Zuschauerbeteiligung beim Poetry Slam in Dresden (0)
• Neue Single von Prince kostenfrei auf’s Handy (1)
• Kunst: Beyond the Walls of a Gallery (0)
• [3GSM] Handy läßt sich SMS diktieren (0)
• Zuschauer SMS-Voting bei Vergabe von Spenderniere (2)