How festivals and events have changed with social media

© Havas Sports & Entertainment

Jez Jowe5, July 2012

1997 to 2012

The Impact of Social Media on Events and Fes<vals

(Part 3 in a series)


Today: 11th July 2012

Whether brand, sponsor, rights holder, agency,

consumer, poli<cian, government, charity, celebrity, team, media……

Top 3 things you need to know about

No 1: Social Commerce No 2: Gamifica2on No 3: Live Experience

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FesBval and Live Events 1.0 My 1st Fes)val : consumer 1997

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There was no digital or SoMe You shared stories and experiences face to face. Not pre or post.


My 1st FesBval : MarkeBng Exec. 1998

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We made a website for informaBon. Bandwidth restricted traffic. But they did e-‐mail this clip….

© Havas Sports & Entertainment 5

FesBval and Live Events 1.0 Travis Live from Boston

Hi, Jez here. I love Travis - I hear they are doing a live gig from Boston tomorrow night at 2100GMT that is going to streamed on AOL Live and then available on DVDJez


FesBval and Live Events 1.0 Earned media could not be bought -‐Fans and passions first

FUCK OFF YOU MARKETING TWAT.This is a forum for fans not sales! 58 other people liked this comment


FesBval and Live Events 1.0 Earned through ‘value exchange’ -‐ Honesty, personality, content, relevance.

Hi there, Marketing Twat here. Thought you might like to know that Travis are doing a gig from Boston tmw night at 2100GMT on AOL Live 458 other people liked this comment


FesBval and Live Events 1.0 Conversa)on leads to rela)onship-‐ Influencer + social currency

Thanks for the info! :-)


Poor bandwidth. Too ambiBous. SMS (where r u ?)

FesBval and Live Events 1.0 No mobile coverage


FesBval and Live Events 1.0 Consumer capturing not sharing

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Poor bandwidth. Too ambiBous. Keep it simple –SMS (where r u ?)


FesBval and Live Events 1.0 Brand adding a benefit not a badge

Brands back to basics. Text the stage. Request a track. Latest line up.


FesBval and Live Events 1.0 Beer brand giving us cold beer

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This got views and menBons. Touched a fesBval nerve.

A fragrance toilet and make up tent ?


FesBval and Live Events 1.0 The start of brands being useful

Brand + band = access Sponsor + owner = benefit


FesBval and Live Events 1.0 Branded u)li)es

Orange = Mobile network Insight= Where’s my tent ? SoluBon= Text your tent and find it


FesBval and Live Events 1.0 Web2.0 -‐Communi)es and technology convergence

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Content communiBes Social Networks Sharing and connecBng plajorms


FesBval and Live Events 2.0 Decent network coverage, affordable

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More bandwidth More mobile services

Less cost


FesBval and Live Events 2.0 Mobile specific sites

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FesBval and Live Events 2.0 Apps got clever and useful

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FesBval and Live Events 2.0 Live, tagging, Facebook

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Gasto tag


FesBval and Live Events 2.0 very clever mobile apps

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Song recogniBon Live Music communiBes Shazam, now SpoBfy


FesBval and Live Events 2.0 Bluetooth content & broadcas)ng

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FesBval and Live Events 2.0 cool things like augmented reality

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Dominance on the moible device For real Bme experiences InformaBon , offers, backstage


FesBval and Live Events 2.0 real )me news, events and offers

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Your ba5ery didn’t run out. You looked at phones obsessively.


FesBval and Live Events 2.0 YouTube & TwiYer – LIVE

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Events streamed Live. Events with hashtags. YT pages with streams.


FesBval and Live Events 2.0 Live events supported with social media

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FesBval and Live Events 3.0 Ushuaia Ibiza Beach Hotel

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Share pics to Facebook. HI-‐Tech RFID bracelet.


FesBval and Live Events 2.0 RF Scanners, mobile, geo

See skiers posiBons See skiers Bmings Connect, share, upload


FesBval and Live Events 2.0 Live events supported with social media

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QR Codes on flyers. QR Codes on Bckets. QR Codes on people.


FesBval and Live Events 2.0 Geo Loca)on and Checking in everwhere

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Check-‐in to find friend. Check-‐in for offers. Check-‐in to be a mayor.


FesBval and Live Events 3.0 RFID wristbands

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No queues No forged Bckets Long term branding


FesBval and Live Events 3.0 NFC and walletless solu)on

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No wallet No worries

No robberies


FesBval and Live Events 3.0 live fan streams (inc vyclone app)

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UGC footage Fan cams / POV Sync’d audio


Social Olympics

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HSE Proprietary live events applicaBon (with mobext) •  Shares, Check ins, likes •  Footage, fan cams, facial recogniBon •  ConversaBons & Community •  Social Commerce & promoBons •  Next event alerts and invitaBons •  2012 ideaBon. 2013 producBon

HSE Proprietary content booth (integrated or stand alone) •  Upload staBon •  Download staBon

What next

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WOULD YOU GO TO AN EVENT, FESTIVAL OR LAUNCH

PARTY WITHOUT YOUR PHONE TONIGHT?

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