Virgin Mobile’s Bluetooth Downloads At V-Festival

Virgin Mobile used Qwikker to offer mobile content via Bluetooth at its recent V-Festival (a music gig). “Consumers who downloaded Qwikker’s Virgin Bites mobile channel were given a menu of content enabling them to browse, and then download music-related content of interest to them. Critically the Virgin content channel remains on the consumers’ handset, which is updateable over-the-air (OTA) — further extending the brand relationship.” In total 12,410 people downloaded the mobile application, out of 158,000 people attending each day over the 2 festival sites…Whether that is successful or not depends on your point of view. (I got a note from Qwikker that the system was set up at only one site, so halve the number of attendees). Some stats:
– 34 % – The Kasabian ‘Empire’ video was the most downloaded mobile content
– 18 % – Morrisey’s ‘in the future when alls well’ video was the second most popular download
– 13 % – downloaded the Young Knives video and ringtone
– 12 % – downloaded the Morrisey ‘in the future when alls well’ ringtone
– 7 % – downloaded a RedBull video and
– 5 % – the Little Miss Sunshine video

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