MIDEM – a case study in event app best practices

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Have you noticed those strange bar-code looking boxes that are popping up everywhere lately? Those are called QR codes (“Quick Read”), and they represent a world of possibilities for your business.

QR codes have been around a while, but are just now gaining momentum as a mainstream promotional tool with consumer recognition. You’ll notice them on our app gallery pages. With a QR scanning app, any smartphone user can scan the image and be taken directly to the download for the app. We also automatically assign a QR code to every piece of media (music, videos, photos) you upload into your app – and you can hide media, and have it revealed with a QR code, which you can deliver physically or digitally.

MIDEM 2011 Newspaper QR Code

MIDEM, one of the oldest music industry events in the world, used this powerful tool along with others in our app to help promote an emerging artist at the event, promote their app, and build a mobile community that augmented the live conference experience.

1. MIDEM started by promoting their app before the conference started. This included a dedicated email to attendees, and including the app in logistic reminder emails, along with tweeting the app link.

2. During the event, MIDEM held a contest for their top users in their app (users automatically get points in our apps for coming back to the app, interacting, sharing, and buying in the app). They gave away a free pass to the 2012 event each day, culminating with a free Guitar Hero on the last day.

3. Push notifications were extensively used throughout the three day event, including to notify attendees of last minute changes, giving them the contest rules, and thanking them for coming.

4. A QR code was published in the MIDEM newspaper, offering a free track to those that got their app and scanned the QR code (go ahead and try it – it works with the above image!). This simple and powerful feature helped break an emerging artist, and set MIDEM apart as being on the cutting edge.

The app was a success – resulting in 50% more downloads than attendees – and spreading the MIDEM message worldwide to many potential attendees for next year.

You can download the MIDEM conference app here to see it in action: http://road.ie/midem

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