Around 440 people, 22 percent of the total attendance, were admitted to the Sydney Metro Theatre with a 'Mobi-ticket' delivered to their mobile phone using technology from AURA Digital Communications.
The technology enables fans to opt to receive their ticket via a SMS including event information and a barcode which is scanned and validated on entry.
Mobi-ticket was launched last year by the Sydney-based technology company to ease box office congestion at popular events. The first major Mobi-ticket client was Australian band Jet who played three Australian gigs earlier this year. These events saw 20 percent of fans opting to receive their ticket via SMS, with the figure rising to 29 percent by the third concert. At that event, the Mobi-tickets were also used to drive fans to the bar after the gig to receive a complimentary drink.
"The most important thing about the Gomez concerts is it shows the growth and acceptance in SMS ticketing," said Adam Dunne, sales and marketing director at AURA Digital Communications. If a fan accidentally deletes the SMS, a phone call to the box office will see the original bar code cancelled and a new one issued, at no further cost to the customer. "Event managers appreciate the fact that the technology makes savings on ticket fulfillment and allows delivery right up to concert time," said Dunne.
Leo Crawford, Metro entertainment manager added "We are always looking for ways to improve our processes and we see Mobi-ticketing becoming an important part of ticketing in the future. Mobile ticketing has definitely improved our ticket processing and helped ensure a great night for our patrons."
Dunne said future ticketing projects in Australia will include cinema events, trade shows and transport, and potentially even the replacement of plastic membership and reward cards, although he could not reveal the names of potential partners in Australia. There are plans to roll out similar projects across New Zealand and Malaysia, he added.