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Beacons Give Treats to Voodoo Festival Attendees, On and Off Site

During the Halloween weekend, the New Orleans event used Gimbal Bluetooth beacons, an Eventbase app and TouchTunes jukeboxes to deliver information and promotional offers to individuals at the festival and across the city.
By Claire Swedberg
Nov 13, 2015

Voodoo Music + Arts Experience, a multiday festival held in New Orleans, is evaluating the results of a Bluetooth beacon solution used last month at its annual Halloween weekend music festival—to bring information and promotional offers not only to individuals attending the show, in the park where it was happening, but also to those in the community who might not have tickets. By using the Gimbal beacons and Eventbase's mobile application, Voodoo was able to reach even those not in attendance and offer them a chance to win free tickets, as well as provide content about bands and promotional details from sponsors.

The music and arts festival, owned and operated by entertainment company Live Nation Entertainment, is held annually in City Park around Halloween, and has featured big-name bands since it started 16 years ago. Live Nation has used Gimbal based-beacon solutions at other events around the country. Typically, the beacons are deployed around and within an event, and attendees can download a smartphone app for that program and then opt in to receive content based on their location.

The Voodoo app displayed promotional offers when a user's smartphone came within range of a Bluetooth beacon.
In this case, however, Live Nation wanted to go one step further and bring content even to those who might not have tickets to the event, yet were likely to be of a similar demographic—young people with an interest in music. "With this technology, they have the power to engage fans outside of the venue itself," says Brian Dunphy, Gimbal's senior VP of business development and strategic partnerships.

So in addition to deploying a dozen or so Gimbal beacons throughout the festival, Voodoo also utilized beacon functionality at 1,200 locations around the Gulf area. Approximately 20,000 of 60,000 TouchTunes jukeboxes across North America already have Gimbal functionality built into them.

Users first had to download the Voodoo Music app—developed, provided and operated by Eventbase—on their smartphone. Versions of the app were available for Android and iOs devices.

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