Vodafone
Vodafone Music Room at Parachute 2008
Brief
The Vodafone Music Room sponsorship leverage at Parachute 2008 needed to increase sign ups to vmusic TXT alerts, drive music downloads, raise the brand profile of the music portal and demonstrate Vodafone's support of NZ music.
Solution
The Vodafone Music Room was the focus for a number of experiential activities. Event goers received massages, free postcards to post home, band signing sessions, phone charging and gelato. Vodafone customers who signed up to TXT alerts were able to use VIP toilets. Vodafone Music Angels helped people out during the day.
Results
- 28,000 people attended event
- 7,500 TXT alerts signed up
- 7,500 Access Passes handed out
- 95% brand recall
- 78% visited VMusic Lounge
- 40% learnt about downloading music
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