The days of a simple QR code to present at the entrance to a concert or stadium are now over. Ticketmasterin close collaboration with Google, launched a new generation of tickets for Google Wallet. These are no longer simple proofs of purchase, but real dynamic communication supportsdesigned to enrich the fan experience before, during and after the event, directly from their smartphone.
How do these new tickets transform the visual experience?
The main novelty lies in the visual customization. Event organizers, whether it’s a music group, sports club or festival, can now design cards unique to their brand colors, offering a graphic coherence that traditional digital tickets lacked.
Concretely, this results in the addition of a custom cover image at the top of the digital ticket. An artist will be able to display the official visual of their tour, while a sports team will highlight the poster of the day’s match. The ticket thus becomes a real extension of identity of the event, much more than a simple functional pass.
What practical features are added to tickets?
Beyond aesthetics, these interactive tickets integrate very concrete functionalities. Organizers can add up to twelve configurable links to guide the spectators. These clickable shortcuts allow you to centralize all important information in one place, permanently accessible.
For example, you can find plans for locate parking lotsdetails of access to the different stadium doors, or even options for order food and drinks in advance. The order of these links can even be modified by real time to highlight the most relevant information at a given time, such as the imminent opening of the doors.
Credits: Ticketmaster
What is the strategic interest for the organizers?
For organizers, this initiative is a powerful marketing tool. The tickets become a point de contact direct and reliable with fans throughout the event lifecycle. It is an extremely effective means of communication for broadcast updatessuch as a schedule change or last-minute entry instructions.
It is also a unique opportunity to encourage the adoption of their own application mobile. A direct link can be inserted, reaching the fan at the precise moment when he is preparing his visit and where he is therefore the most receptive. The rollout began with a pilot at the OVO Hydro arena in Glasgow, before a wider expansion across Europe, the Middle East and Africa.
