To promote its free annual music festival, Argentinian mobile operator Personal created a smartphone app which enables users to customise their schedule and offers discounts on food and drinks.
Personal Summer Fest 2014 is a series of free concerts touring the country during January and February. Performances can also be streamed from the event website.
The app, available on the Google Play Store, provides timetable information, locations, maps and timings, empowering users to create personalised line-ups. Users can access Personal Club discounts, which offers reductions on food and drinks. The app also allows them to download the music they hear.
The app’s QR reader unlocks factoids or tips about the musicians and the event itself. There’s also a social element enabling festival-goers to see the latest news and updates from Twitter and Instagram. The FotoFun option enables people to take fun snaps with superimposed props, which can also be shared via social networks.
This app is a collection of genuinely useful features as well as providing a few fun elements to enhance festival-goers’ experience. As a free festival, Personal Fest crowds can get pretty busy, so the mapping feature is handy for people trying to navigate their way to their favourite bands.
The additional QR content and the offers on food and drinks provide a real incentive for people to actually download and use the app – a real concern when a 2013 Localytics survey found that under a quarter of apps – 22% – are opened only once.
Beyond the purely functional merits of the app, the FotoFun feature is perfect for capturing those silly, carefree moments at a festival with your friends. What’s more, by having a social aspect built into the app, Personal has cleverly ensured that the gigs get talked about, raising the profile of the event (and the brand) with those tuning in at home.
The festival and the app combine to make the brand stand out, particularly among millennials in Argentina.
This is the latest in a series of midemblog posts from Contagious I/O, a bespoke database of trends, inspiration, insight and analysis, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. Contagious is a midem content partner – More information here; and be sure to sign up for the Contagious newsletter here!