Mobile Interactive Group (MIG) has taken the award for Best Use Of Wireless in the second New Media Age Interactive Marketing And Advertising Awards. MIG picked up the award for its work with 02 on the mobile ticketing for the Live8 concert this summer.
O2 and MIG had just three weeks to develop the competition, in which people wanting to attend the event had a 7-day window in which to text their answer to a question about the venue of the G8 summit being held in July.
The competition attracted over 2 million entries, peaking at over 600 messages per second. Winners were drawn using a random algorithm, with each of the winners notified via text. Winners were sent an 8-digit PIN, which they could enter on the Live8 website in order to collect their ticket.
Each text cost 1.50, plus the cost of the standard rate message, which generated more than 3.5m for the organisers of the event. In giving the award, the judges said the campaign had created a new model for SMS ticket purchasing.