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CASE STUDY: Nike Midnight Madness - mobile ticketing solution

Provided by i-movo
Midnight Madness, a not-for-profit organisation used a secure mobile ticketing solution for entry into series of special events.

What was the Challenge / Background of the Campaign?

Midnight Madness is a not-for-profit organisation aimed at finding the best amateur basketball players in the UK. Supported in recent years by Nike, Midnight Madness invites players at every level of street basketball to compete at three local heats that tip off at 8pm and last until 6am the following morning. The 30 players who have amassed the most points go forward to a final at Crystal Palace's National Stadium.

What was the Campaign Objective?

The Midnight Madness website asked players and spectators to register and submit their mobile phone number. i-movo then issued them with SMS tickets until limits set by the organisers had been reached. Once these limits were reached, visitors received an SMS telling them the event was full and to go back to the site and register for another. Unlike when using paper tickets, organisers had up-to-the-minute information on how many tickets had been issued and could adjust the ticket campaigns accordingly, immediately.

What was the Solution?

The solution distributes tickets by SMS, making it totally reliable and available for all phones. Checking of i-movo tickets was performed electronically using six wireless card-payment terminals, of the type used now in many restaurants and bars.These hand-held terminals could therefore be moved at any time, to any place in the queue and were utterly secure as the underlying technology and message formats are those trusted by retailers and banks.

What were the Results?

At the events themselves, five volunteers from Midnight Madness were trained in just a few minutes to use the card-payment terminals and started to greet the players and spectators. To check the mobile tickets, they keyed the ticket numbers into the card-payment terminal which produced a printed, validated ticket for entry into the event. Peak capacity was reached between 7:30pm and 8:30pm on Finals night when over 1500 visitors were admitted into the event.

What were the Key Learnings of this Campaign?

As each event was oversubscribed and it is easy to forward text messages, it was inevitable that tickets would be duplicated. The i-movo system defeated all fraudulent attempts at entry by ensuring that each ticket could be used once only. In addition, some visitors had either lost their phones, run out of battery, had broken them or had a number of other valid reasons why they could not produce their mobile ticket. Anticipating this, i-movo staff at the event each held Pocket PCs which were used to retrieve details of lost tickets by searching on mobile phone number.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details18-30 Urban M/F sport & music interest
16 - 24
25 - 34
Male
All
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearRECRUITMENTEXPERIENTIAL
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