|
|
Submitted by Mike Grenville on Thu, 08 Jul 2004 11:07 |
When weather cancelled an outdoor Opera, sponsor of the event O2 missed an opportunity to show how text messaging can add value to events.
O2 were the main sponsor of a live performance by The English National Opera (ENO) of Puccini's La Bohème in Trafalgar Square last night. 6,500 free tickets were given out to callers to O2 shops in Oxford Street.
However the event was cancelled at the last minute yesterday because the astro turf became waterlogged after heavy rain. With the threat of more driving wind and rain throughout the evening the performance, was moved indoors to the Coliseum, just round the corner from Trafalgar Square but with a capacity of only 2,400. Those who managed to get in enjoyed still enjoyed an "electrifying perfomance".
Rather unusually for an opera, who never do anything as undignified as an encore, the ENO had been persuaded to do one at this special performance and the audience were going to be able to choose from three arias by SMS. The winning aria appropriately was Mimi's "Your tiny hand is frozen".
Voting at a performance can be a good idea for a bit of fun, though getting the audience to simply cheer for their favourite aria would have worked as effectively.
Missed Opportunity
Tickets to the performance were given out to personal callers only to O2 shops, so it should have been a relatively simple process to collect mobile phone numbers of ticket holders. Then instead of 4,500 struggling into central London for a performance that had already been cancelled, they could have received an SMS with an apology, enabling them to make other plans. The decision to cancel the performance was taken at 5.30pm when it was clear that the weather wasn't going to improve. By using SMS, ticket holders could have been alerted minutes later saving them a wasted trip.
But it isn't just about being ready for the unforseen. Even if the performance had taken place, a message could have been sent to thank the audience for coming and wish them safe journey home - perhaps even a special offer on the CD of the opera or a discount voucher by SMS to another opera perfomance at the ENO.
With 70% of the population carrying a device with them that information can be sent to, it was dissapointing to see an excellent opportunity to show how SMS can be used to provide real added value was missed.
|
