Mobile Interactive Group was asked to build a mobile content proposition for O2's Wireless Festival in Hyde Park, London and Harwood House, Leeds to run simultaneously. The content to be delivered needed to help assist the consumer with events details but also offer timely and relevant content supporting the event and encourage interaction.
The challenge of delivering information live and up to date needed to be handled by a diverse team at Mobile Interactive Group including journalists, production and project management staff both on the ground at backstage in London at the event. Test images and video were relayed back to Mobile Interactive Groups central offices for production and live turnarounds. Content included schedules of acts, news, travel information, picture and video blogging and a variety of competitions. This worked seamlessly with other Mobile Interactive Group products in a larger suite of services to enhance the proposition.
Mobile Interactive Groups groundwork with all UK operators delivered results as the flexible Content Management system was inherently compliant with several operators style guides, thus enabling ease in launching services. The flexible system allowed a bespoke architecture of services to fit the client's requirements.
Two versions of the services were created for a targeted offering for O2, and for users of other mobile networks. Daily reports provided full visibility of data on unique users, number of downloads, total page impressions allowing accurate results monitoring. The number of page impressions increased by 500% year on year for O2's events using Mobile Interactive Group content services. Overall activity on the site increased dramatically and offered greater functionality, like video downloads, which increased customer interaction and adoption of services by existing O2 customers.
