Ministry Of Sound Trials Mobile Ticketing For Clubbers

Ministry of Sound, in conjunction with PayPal and ActiveMedia Technology has carried out the first ever live trial of an end-to-end mobile ticketing purchase. Clubbers at Ministry of Sounds’ Tuesday night event Milkshake were able to make history by buying, receiving and redeeming a ticket on their mobile phone. This is the first time an end-to-end transaction has taken place on a mobile.

Clubbers attending student night Milkshake at Ministry of Sound were able to access the legendary London club and see Welsh rappers Goldie Lookin Chain DJ live for the reduced price of £2.50 by purchasing a ticket via their mobile.

Registered PayPal users simply texted the word ‘shake’ to 60500. An interactive voice response (IVR) callback then confirmed their request by asking them to authenticate their unique PayPal PIN before a mobile ticket was delivered to their handset.

ActiveMedia Technology, which redeems more mobile tickets than any other company in the world and powers the Orange Wednesday two-for-one cinema tickets promotion provided the ticketing technology while PayPal provided the payment mechanism.

Felicity Ive, Head of Strategic Brand Partnerships, Ministry of Sound said; “Ministry of Sound is already a multi platform, lifestyle brand and using this kind of technology helps create experiential events for consumers that really drive home a marketing message. In this case, the benefits of PayPal Mobile. Ministry of Sound has been at the forefront of youth culture for the last fifteen years. Intuition, boldness and a keen sense of what our audience want has helped us maintain this position. What today’s youth market wants is definitely mobile.

Roy Vella, Head of Mobile Payments at PayPal, added, “The ability to pay for and enter a club via your mobile phone offers clubbers a convenient, fun experience even before they leave home. Working with Ministry of Sound and ActiveMedia Technology we have a great opportunity to turn consumers’ phones into a mobile wallet and extend the security of PayPal online to a broader high street market.”

Unlike other mobile ticketing technology ActiveMedia’s unique, patent pending, bar code ticket delivery, management and redemption platform delivers secure tickets to mobile phones which can reduce the cost of ticketing by up to 80 per cent compared to the cost of paper based ticketing.

Ramesh Kumar, Business Development Director, ActiveMedia Technology added, “Mobile phones have become as essential as door keys or cash, particularly within the youth market. We look forward to working with PayPal to further increase functionality of mobiles and the essential position they take up in both the consumers pocket and psyche.”