Ministry of Sound offers world first in mobile ticketing

by Amy Dry, Brand Republic 01-Dec-06, 14:00

LONDON - Ministry of Sound has carried out the first live trial of an end-to-end mobile ticketing purchase for a performance this week by Goldie Lookin Chain.

Guests at the London club's Tuesday night gig, called Milkshake, made history by buying, receiving and redeeming a ticket on their mobile phone for the discounted price of £2.50.

Registered PayPal users texted the word 'shake' to 60500 and an interactive voice-response call back then confirmed their request by asking them to authenticate their unique PayPal pin number before a mobile ticket was delivered to their handset.

Felicity Ive, head of strategic brand partnerships at 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.

The mobile payment mechanism can reduce the cost of ticketing by up to 80% compared with the cost of paper based ticketing, she said.

ActiveMedia Technology, a company that specialises in redeeming mobile tickets, provided the technology.

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