MAMA Group appoints New Visions Mobile

Music venue operator The Mama Group has appointed New Visions Mobile as its mobile ad sales and technology partner and to build social networking applications.

This deal will include the building of mobile WAP sites for venues, collection and management of mobile data and using this data to create mobile marketing campaigns ultimately focused on driving ticket sales.

New Visions Mobile will also be building a number of social networking applications across MAMA-owned media properties such as www.the-fly.co.uk, Lovebox and venue websites to allow club goers and music fans alike to engage and build communities on a regional, genre and venue level.

"We looked at a number of agencies in this space", said Adrian Coultas Pitman, Managing Director of Digital and Media at MAMA Group, "but none of them provide the full service the way that New Visions does; they are pioneering with their range of services and applications that other agencies currently do not have a proposition in.

"The social networking element is key to us", Coultas-Pitman continued, "Our consumers can interact with each other inside and outside our clubs on the web and on mobile.

"The focus of our media and digital strategy is about how we create a longer event experience through ticketing, community and our marketing technologies.

"We have a significant volume of traffic across all our digital properties focused on what gigs are on and where.

"We're now offering them a complete platform to further engage with other fans and to hook up with new friends at gigs, events, and to share new music and their experiences".

Julia McNally of New Visions said: "When we launched the social network platform our first roll-out was with Kylie Konnect, which has been a huge success with fans who want to have a direct relationship with the artist via their mobile and PC and thousands of fans have signed up and are actively communicating with each other.

"The MAMA Group's venues play host to so many leading artists and bands and they'll be able to interact with their customers in a unique way that allows them to quickly gain insights into what those customers really want".

The OurTribe Social Networking platform is a mobile and web-based white label platform that allows users to interact with each other while at home, at work or on the move.

The service is fully integrated with the NVm ad-serving platform that serves all the standard ad formats to web and mobile browsers.

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