This document discusses Virgin Media's use of mobile ticketing (mTicketing) to provide access to an exclusive festival area called "Our Garden" at the V Festival. Virgin identified customers attending the festival and invited them to register for mTickets via text message or a mobile website. The mTicketing system had higher redemption rates than paper tickets and allowed Virgin to provide additional content to customers through their phones. Surveys found customers felt warmer to the Virgin brand and that the mTicketing process was easy to use.

1. David Boddington,
Technical Director
thisismovement.co.uk
@MovementLondon

2. mTicketing:
Our Garden @
V Festival

3. Festivals are amazing events.

4. But pretty grim at times...

5. Our Garden: An exclusive area of the
festival for Virgin Media customers
with Wi-Fi, phone chargers, posh
loos, free drinks and massages.

6. Virgin identified
their customers
who were going
to V Festival and
invited them to
register for
access to Our
Garden

7. This is where mobile kicked in.

8. The mobisite meant more content was
to-hand across all devices.

9. Why
mTickets?

10. • Novelty factor
• Paper tickets get lost
• Increased redemption rates
• Lower delivery costs
• Secure
• Tracking, measurement and
reporting
• Easy to drive to additional content
via a mobile destination
• Cross-promotional opportunities

11. What were
the results?

12. • 95% thought the text process was “very easy” or
“easy”
• Over half of those surveyed felt warmer to the
Virgin Media brand and 70% felt VM rewards it’s
customers.
• Redemption rate above 40% for the last 2 years ,
compared to 30% for paper tickets previously
• This year, the mobisite achieved a 64% CTR from the
mTicket page
• Nominated for “Most Effective Mobile Ticketing Solution”
at the 2011 Effective Mobile Marketing Awards

13. 2012?

14. • Incremental operational
improvements?
• Exclusive content?
• End-2-end mobile integration
including registration?
• NFC?
• Social Media integration?
• Messaging - alerts/reminders?

15. The future of
mTickets?