AT&T targets teens on Vans Warped Tour
AT&T is using the Vans Warped Tour to promote its product and services to music fans. The mobile carrier has been the official sponsor of the touring concert for seven years, but this year AT&T is using the event to demonstrate its technology offerings.
“We've really tried to implement our technology this year. It is not just about putting our logo at the events, the idea is to enable those attending the concert to live their life at the concerts through our technology,” said Jennifer Erdman, senior manager at AT&T Youth Marketing.
One such way that AT&T is implementing their technology at the event is by sending text alerts about the daily schedule. The concert schedule is planned every morning and when the promoter makes the schedules he can disseminate it to both the bands and the attendees via text messages. By texting the words “WARPED VANS 09” to short code 826709, consumers can then enter their city of choice to receive customized Warped Tour stage schedules, as well as information about contests. This is open to all consumers, not just AT&T customers.
AT&T customers can also text “WIN” to a predetermined short code that will be advertised during the show to win prizes related to the concert.
The texts, which are powered by mobile services firm 2Ergo, are being promoted on the Vans Warped Tour Web site, as well as through in-store signage. There is also an AT&T tent on tour where consumers can see product demos of various services, including purchasing songs and ring tones on their phones.
“The ultimate goal is not to sell but to get people excited about our services and products,” added Erdman.