We used to go to music festivals with a packet of Rizla and wellies. Now we take smartphones, and some even take i-pads. And if you aren't at a festival, you still can be with social media. Has it all gone mad ? (marketing, digital, experiential, innovation, PR, online marketing, stunts)

1. 1997
to
2012
Jez
Jowe5,
July
2012
The
Impact
of
Social
Media
on
Events
and
Fes<vals
(Part
3
in
a
series)
©
Havas
Sports
&
Entertainment

2. 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
©
Havas
Sports
&
Entertainment
2

3. FesBval
and
Live
Events
1.0
My
1st
Fes)val
:
consumer
1997
There
was
no
digital
or
SoMe
You
shared
stories
and
experiences
face
to
face.
Not
pre
or
post.
©
Havas
Sports
&
Entertainment
3

4. My
1st
FesBval
:
MarkeBng
Exec.
1998
We
made
a
website
for
informaBon.
Bandwidth
restricted
traffic.
But
they
did
e-­‐mail
this
clip….
©
Havas
Sports
&
Entertainment
4

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 DVD
Jez
©
Havas
Sports
&
Entertainment
5

6. 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
©
Havas
Sports
&
Entertainment
6

7. 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
©
Havas
Sports
&
Entertainment
7

8. FesBval
and
Live
Events
1.0
Conversa)on
leads
to
rela)onship-­‐
Influencer
+
social
currency
Thanks for the info! :-)
©
Havas
Sports
&
Entertainment
8

9. FesBval
and
Live
Events
1.0
No
mobile
coverage
Poor
bandwidth.
Too
ambiBous.
SMS
(where
r
u
?)
©
Havas
Sports
&
Entertainment
9

10. FesBval
and
Live
Events
1.0
Consumer
capturing
not
sharing
Poor
bandwidth.
Too
ambiBous.
Keep
it
simple
–SMS
(where
r
u
?)
©
Havas
Sports
&
Entertainment
10

11. 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.
©
Havas
Sports
&
Entertainment
11

12. FesBval
and
Live
Events
1.0
Beer
brand
giving
us
cold
beer
This
got
views
and
menBons.
Touched
a
fesBval
nerve.
A
fragrance
toilet
and
make
up
tent
?
©
Havas
Sports
&
Entertainment
12

13. FesBval
and
Live
Events
1.0
The
start
of
brands
being
useful
Brand
+
band
=
access
Sponsor
+
owner
=
benefit
©
Havas
Sports
&
Entertainment
13

14. 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
©
Havas
Sports
&
Entertainment
14

15.
FesBval
and
Live
Events
1.0
Web2.0
-­‐Communi)es
and
technology
convergence
Content
communiBes
Social
Networks
Sharing
and
connecBng
plajorms
©
Havas
Sports
&
Entertainment
15

16. FesBval
and
Live
Events
2.0
Decent
network
coverage,
affordable
More
bandwidth
More
mobile
services
Less
cost
©
Havas
Sports
&
Entertainment
16

17. FesBval
and
Live
Events
2.0
Mobile
specific
sites
©
Havas
Sports
&
Entertainment
17

18. FesBval
and
Live
Events
2.0
Apps
got
clever
and
useful
©
Havas
Sports
&
Entertainment
18

19. FesBval
and
Live
Events
2.0
Live,
tagging,
Facebook
Gasto
tag
©
Havas
Sports
&
Entertainment
19

20. FesBval
and
Live
Events
2.0
very
clever
mobile
apps
Song
recogniBon
Live
Music
communiBes
Shazam,
now
SpoBfy
©
Havas
Sports
&
Entertainment
20

21. FesBval
and
Live
Events
2.0
Bluetooth
content
&
broadcas)ng
©
Havas
Sports
&
Entertainment
21

22. FesBval
and
Live
Events
2.0
cool
things
like
augmented
reality
Dominance
on
the
moible
device
For
real
Bme
experiences
InformaBon
,
offers,
backstage
©
Havas
Sports
&
Entertainment
22

23. FesBval
and
Live
Events
2.0
real
)me
news,
events
and
offers
©
Havas
Sports
&
Entertainment
Your
ba5ery
didn’t
run
out.
You
looked
at
phones
obsessively.
23

24. FesBval
and
Live
Events
2.0
YouTube
&
TwiYer
–
LIVE
Events
streamed
Live.
Events
with
hashtags.
YT
pages
with
streams.
©
Havas
Sports
&
Entertainment
24

25. FesBval
and
Live
Events
2.0
Live
events
supported
with
social
media
©
Havas
Sports
&
Entertainment
25

26. FesBval
and
Live
Events
3.0
Ushuaia
Ibiza
Beach
Hotel
Share
pics
to
Facebook.
HI-­‐Tech
RFID
bracelet.
©
Havas
Sports
&
Entertainment
26

27. FesBval
and
Live
Events
2.0
RF
Scanners,
mobile,
geo
See
skiers
posiBons
See
skiers
Bmings
Connect,
share,
upload
©
Havas
Sports
&
Entertainment
27

28. FesBval
and
Live
Events
2.0
Live
events
supported
with
social
media
QR
Codes
on
flyers.
QR
Codes
on
Bckets.
QR
Codes
on
people.
©
Havas
Sports
&
Entertainment
28

29. FesBval
and
Live
Events
2.0
Geo
Loca)on
and
Checking
in
everwhere
©
Havas
Sports
&
Entertainment
Check-­‐in
to
find
friend.
Check-­‐in
for
offers.
Check-­‐in
to
be
a
mayor.
29

30. FesBval
and
Live
Events
3.0
RFID
wristbands
No
queues
No
forged
Bckets
Long
term
branding
©
Havas
Sports
&
Entertainment
30

31. FesBval
and
Live
Events
3.0
NFC
and
walletless
solu)on
No
wallet
No
worries
No
robberies
©
Havas
Sports
&
Entertainment
31

32. FesBval
and
Live
Events
3.0
live
fan
streams
(inc
vyclone
app)
UGC
footage
Fan
cams
/
POV
Sync’d
audio
©
Havas
Sports
&
Entertainment
32

33. Social
Olympics
©
Havas
Sports
&
Entertainment
33

34. What
next
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
©
Havas
Sports
&
Entertainment
34

35.
WOULD
YOU
GO
TO
AN
EVENT,
FESTIVAL
OR
LAUNCH
PARTY
WITHOUT
YOUR
PHONE
TONIGHT?
©
Havas
Sports
&
Entertainment
35

36. ©
Havas
Sports
&
Entertainment
36

37. ©
Havas
Sports
&
Entertainment
37
37