SSE unveils new event technology at special gig with The Who

SSE hosted a one-off gig with The Who at the SSE Arena in Wembley last Saturday (13 February), for the European launch of a new fan experience technology.

Those who attended SSE's The Who gig received targeted, relevant content via an Android app
Those who attended SSE's The Who gig received targeted, relevant content via an Android app

The LISNR technology operates by emitting 'smart tones' during live events, which trigger attendees’ mobile devices so that they receive relevant, targeted messages based on their location and activity.

Material UK worked with LISNR in the lead up to the gig to create an experience based app for Android, which could be used to deliver bespoke, personalised messages and content to audience members, such as access to discounts and prizes, as well as stage time and set list information.

NFL teams in the US, as well as beer brand Budweiser, have already used the technology to enhance fans’ in-venue and festival experiences.

SSE plans to create an Apple version of the app ahead of the technology’s launch at The SSE Hydro, and the functionality could eventually be available across all of the brand’s sponsored venues.

Colin Banks, head of sponsorship, SSE, said: "We are always on the look out for innovative ways to connect with and reward our customers, and through LISNR we are able to do both. We are really excited to be the first brand in this space and about the huge potential LISNR presents for our entertainment portfolio.

"Interacting with the audience in a live entertainment venue through sound is nothing short of genius, and when you tie that together with our existing SSE Reward programme, we are in a position to do something really special for our customers and venue attendees."

Rodney Williams, chief executive and founder of LISNR, added: "We are very excited to have launched our first LISNR activation in the UK. What SSE is trying to accomplish in the entertainment sponsorship space pairs well with the strength of our mobile connectivity platform.

"By helping SSE reach their consumers and concert-goers in meaningful, personal ways, LISNR is driving valuable brand awareness previously unattainable to sponsors, until now. I am pleased to say this is just the beginning."

SSE staged a giant Guess Who? board stunt at Waterloo station last Monday (8 February) to generate excitement around the upcoming gig with The Who. 

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