London Symphony Orchestra Student Ambassador Scheme

Overview

The London Symphony Orchestra is widely regarded as one of the world’s leading orchestras. Its many activities include an energetic and ground-breaking education and community programme, a record company, and exciting work in the field of information technology. The LSO provides its Student Ambassadors with a mobile service that allows instant ordering of specially priced seats for selected performances, available only to the student community. Each time a performance is announced by SMS, the registered Ambassadors are encouraged to invite friends, with all ticket transactions being completed and charged for on the respective mobile phones.

Objectives

To reach and engage younger audiences with the LSO. To provide an effective last minute ticket sales channel, automated and easy to manage with limited internal resources.

Details

When a new concert is being announced, the registered student Ambassadors receive a unique PIN Code by SMS. This can be forwarded virally to enable them to also invite fellow students at the reduced ticket price scheme via their mobile. Each mobile phone (SIM card) booking a mobile ticket is charged the definable amount via premium SMS. The software dashboards provide the inhouse team with full control over all campaign elements such as the initial invitation text message, dynamic PIN code tracking across multiple mobile users, maximum number of tickets allocated per promotion and more.

Product version

The LSO Ambassador program is powered by STARtxt with custom ticketing module to enable ongoing mobile ticket and viral promotions and effective control over the promotion details, timeline and seat allocation.

Components used

Shortcode, SMS messaging, mCRM, premium SMS, PIN codes, tickets.

Results

The mobile program has substantially improved sign-ups to the LSO Ambassador Scheme from the student target audience, and generated thousands of additonal ticket sales across a wide range of performances.