IMPROVEMENTS TO a platform which allows sponsors to evaluate their presence at a festival could see uptake of the system by festival organisers double in 2018, says Crowd Connected, which has developed the system.
Using a mobile phone’s location information to establish a customer’s movements on site, Colocator can also tell which stage they are watching and when they are interacting with a sponsor, perhaps by taking part in one of its activities or promotions.
It is used at about 50 festivals internationally, including Denmark’s Roskilde (cap.75,000) and Japan’s Fuji Rock (100,000), while British organisers using the software include promoters Live Nation Entertainment and AEG Live, although the company declined to name any events.
The improvements will change the way data is exported to user-friendly systems such as Excel and Microsoft BI, says Crowd Connected founder and CEO James Cobb, making it more appealing to smaller organisers who don’t have their own in-house commercial teams.
“For many festivals sponsorship has become a significant revenue line, so improving the sponsor proposition is crucial,” he says. “It’s no longer good enough just to send a post-event report [to sponsors] full of pictures of smiling people and social media comments.
“Festivals need to provide commercial partners with robust, meaningful data or risk losing out. We get high opt-in rates because the festival app helps deliver a more engaging, safer festival for the fan.”
Built into a festival’s app, the system requires an active opt-in from festival-goers, as well as full compliance with the forthcoming GDPR regulations (see News story).