Mobile Marketing… at a rock concert?

What do fans of Green Day, Clay Aiken, and Avril Lavigne all have in common? Believe it or not, it is something they have in common with 200 million other people in the United States. Cell phones… The difference though, is that the aforementioned bands are encouraging their fans to become part of their action at concerts via SMS - text messaging. And in doing so, are opening the door to real time lead generation.

Let’s set the stage (pun intended). You are at one of the concerts on Green Day’s 21st Century Breakdown tour. Before the show starts, and in fact during every break in action throughout the night, the jumbo screens are filled with messages of “We Luv You Billie Joe” and “Hi Mom! Hi Tré!”. Where are these obscure messages coming from? They are coming from you, and the other thousands of people in the audience. It is called in-house texting, and several companies are already making a name for themselves by supplying venues and tours with the software for it.

OK, while this sounds cool (and it is - I tried it when I went to the Green Day concert!), it doesn’t sound like marketing, right? Ah, but it is. First and foremost, the jumbo screens that are scrolling the messages become a MAJOR advertising spot. With everyone watching the screen for their words of wisdom to appear, it is hard to miss that big banner advertising a local company right under the screen.  But that’s not where it stops. Everyone that sends a text message in hopes of seeing it on the big screen gets an automated reply back - with a perk. Maybe they get a promo code for some discounted band merchandise. Or maybe they get a SMS coupon for $1 off a beverage during the concert. SMS (text) and MMS (multi-media) ads are relatively new, but expanding quickly in the marketplace. And they are often effective, especially if the benefit of the ad is offered immediately. You can even take it a step further, and ask them to reply to the text to be included in future offerings, and viola - you have just generated a willing lead.

This isn’t just confined to concerts either. Any screen that is prominently displayed has this potential. Jumbo screens at the annual Home and Garden show. In booth displays on convention floors. A directory in a mall. The possibilities are endless, and they are all capitalizing on the most frequently used data application in the world - texting.