Vodafone Access Music

The location of the gigs and timings were not revealed until hours before the events took place.  Consumers heard about the “secret” events through the following medium -
Ambient media; fly posters; flyers; radio promotions; PR, SMS, Vodafone live! portal, online.

The above media gave details about the Vodafone Access Music Live events, bands playing the freetext number needed to sign up to get information on when and where the free gigs would be taking place.   All communication invited consumers to register for a chance to see their favourite bands by free texting the word LIVE to 50100 or by simply registering online www.vodafoneaccessmusic.ie.

A week before each of the three events, Vodafone sent a bulk text to the Vodafone Access Music database inform consumers of the date and time of the next secret gig.  The location was not revealed until the day of the event, when Vodafone text all those registered once again, to let them know where the free gig was taking place.

On 28th July at 1pm, Republic of Loose played a gig from a Vodafone Branded pontoon in the middle of the River Liffey.  On 31st August at 6pm, Franz Ferdinand played a gig in Meeting House Square, Temple Bar – this show was televised and shown on Channel 4 as part of Vodafone TBA in the UK.  On 30th September at 7pm, The Frank and Walters played Cork City Hall

Led by the Marketing Team at CMS  during the events Vodafone staff had handsets available for consumers to experience the technology of Vodafone Access Music.  Staff also distributed Vodafone lanyards detailing information about Vodafoneaccessmusic.ie and information on a 100% free Vodafone top-up price promotion.