Camden Crawl

Overview

Brief

To plan, create and deliver a mobile strategy around the Camden Crawl annual music festival with an audience of 15,000 discerning fans.

Our approach

The festival takes place in multiple venues in Camden throughout the course of a single weekend. We aimed to improve gig goers’ experience by providing a useful, interactive festival guide in their pockets: from practical information about the Crawl, to exclusive content unique to the interactive guide.

What we did

Technology

The Red Stripe Camden Crawl (2008) and Gaymers Camden Crawl (2009) sites were built and hosted on our mobile internet platform, Mobrool. We created and published content both in the run-up to the festival and live during the event. The site also contained brand sponsorship messages and allowed us to capture data for mobile promotion of future Camden Crawl events.

Creative

In the run up to the event we ran competitions and sourced and interviewed performers. At the event, our in-house video team interviewed stars including Florence and the Machine and The Enemy (see Vimeo link below) then edited and encoded the content for the mobile site. Reviews and images were also uploaded on site.

Gallery: click to see full size images

The results

Response

In 2009, we beat our 24% mobile opt in rate for 2008 and generated 91,657 page impressions over the Friday evening and Saturday of the event - 16 pages per visitor, on average.

71% of respondents to a mobile feedback survey described the 2009 mobile service as 'very useful.'

Best bits

Our hourly updates of the mobile site transmitted information about last minute line-up changes and queue lengths at venues, allowing a degree of effective crowd control and giving people the chance to experience as much live music as possible.

Our Yeah Yeah Yeahs review went live to mobile within 45 minutes of their performance!

Client feedback

Lisa Paulon creator of Camden Crawl:

'As our mobile partner Que Pasa went above and beyond what we expected – immediately understanding our objectives and applying creative thinking to ensure our mobile strategy worked seamlessly across the entire project.'

Awards

Que Pasa won a BT Digital Music Award in 2008 for Best Mobile Campaign.

BBC news states: 'The BT Digital Music Awards recognises those in the industry, both established and up and coming, who are delivering the best in cutting-edge digital music entertainment.'

Outcome

Contract renewed for future events.

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Gaymers Camden Crawl 2009 from Que Pasa on Vimeo.