Orange has put out a release today outlining its digital activity around this year’s Glastonbury Festival, for which it is the ‘Official Communications Partner’. The main thrust of it is a ticket giveaway campaign called ‘Where’s My Welly?’ as well as a blog running throughout the festival. The ticket giveaway launches today and runs until 9 June. Visitors to the Orange Glastonbury site have a chance to win a pair of tickets every day by locating an orange welly when they zoom into a crowd shot taken at a past Glastonbury Festival. Pictures will change each day, and will include clues and signs to give players help regarding the whereabouts of the welly. At the end of each day, the winner will be picked via a prize draw.

The activity will be supported with £500,000 worth of digital media spend, focussing on music and festival websites, as well as blog seeding and targeted Spotify, Facebook and YouTube advertising.

Which is all well (welly?) and good, but it leaves me wondering, what about mobile in all this? If a mobile network can’t leverage mobile in its sponsorship of a major music festival, what sort of message does that send out to every other brand out there? Yes, I know you can look at a website on your phone, but that’s not really the point is it? Let’s hope by the time the festival itself kicks off, there’ll be more of a mobile element to Orange’s campaign.

David Murphy
Editor