Ministry of Sound try out mobile ticketing

Mobile phones

ministryofsoundlogo.jpgVirgin Mobile have been testing it out, and now Ministry of Sound has carried out a live trial of mobile ticket purchasing – they say it’s the first time an end-to-end transaction has taken place on a mobile.

Clubbers attending student night Milkshake were able to access the legendary London club and see Welsh rappers Goldie Lookin Chain DJ live for the reduced price of £2.50 by purchasing a ticket via their mobile.

Registered PayPal users simply texted the word ‘shake’ to 60500. An interactive voice response callback then confirmed their request by asking them to authenticate their unique PayPal PIN before a mobile ticket was delivered to their handset.

Felicity Ive, Head of Strategic Brand Partnerships, Ministry of Sound said ““Ministry of Sound is already a multi platform, lifestyle brand and using this kind of technology helps create experiential events for consumers that really drive home a marketing message. In this case, the benefits of PayPal Mobile. Ministry of Sound has been at the forefront of youth culture for the last fifteen years. Intuition, boldness and a keen sense of what our audience want has helped us maintain this position. What today’s youth market wants is definitely mobile.”

Related stories: Virgin Mobile extend mobile ticketing with free tickets to The Automatic gig | Mobile ticketing could beat the touts, says Nokia | “Oi, where d’you think you’re going?” | More Mobile Phones…

Andy Merrett
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