Tag Archives: music

Heineken Personalized QR Code Stickers Become Ice Breakers At Music Festival (Video)

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Hat’s off to Heineken.

We’re digging this this very cool initiative from Leo Burnett Warsaw for the Heineken Open’er Music Festival: A special system that enabled concertgoers to create customized QR code stickers that other attendees could then scan to spark up conversation.

It’s just one of the ways Heineken’s been using innovation (digital and otherwise) over the last year – from the Occasionally Perfect Billboard, to Starvision personalized club signage to augmented reality advertising.

In this particular effort, QR codes (or”U-Codes,” as they call them here) become social lubricants to make the concert-going experience more social and fun.

And isn’t that that great music is all about?

Read more here

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson. All rights reserved.

Consumer Engagement at an All-Time High at this Year’s CMA Festival

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The 2011 CMA Music Festival took place July 9-12, averaging a fan attendance of 65,000 per day, hundreds of artists & celebrities, hours of concerts, autograph signings, family activities, sporting competitions, interactive exhibits, giveaways & games. Mozes, the longtime mobile partner of the CMA, powered an array of mobile elements to jazz up the crowds such as Text-to-Screen fan comments, mobile contesting for the ‘Best Seats in the House’ (among many other things), real-time mobile updates, exciting mobile Tug-of-War games each day, and a newly launched feature – Tweet-to-Screen.

Nearly 22,000 fans texted their comments to screen throughout the 4-day event & over 15,000 fans participated in our newest feature – Tweet-to-Screen.

According to the Nashville Convention & Visitors Bureau, the Fest is easily the top annual generator of tourist income in Nashville, generating direct visitor spending of approx. $24MM in 2010. Hello mobile commerce opportunities, brand sponsors! :)

For the 2nd year in a row, Chevy was the main sponsor of the Fest. Brand partnerships are key to the marketing, fan experience & financial support of the Fest. 45+ brands participated in this year’s event, generating combined activation & consumer engagements of 924,000+, compared to 700,000 in 2010. In addition to Mozes mobile engagement, other activations included product sampling, dedicated registrations & sales leads & brand impressions.