Event: MySpace Black Curtain - Exclusive, national Dark Knight Screenings
Timing: July 2008

Objective: To use mobile technology to improve the entry mechanic to the MySpace Black Curtain events and thus improve the user experience..

Integration:MySpace advertised the Black Curtain RSVP details for a three day period prior to the ticketing date of June 23 on the site. A countdown clock on the Black Curtain page was used as the centrepiece of the pre promotion. At 11.00am on the 23rd, the countdown clock updated to reveal a "keyword" and mobile phone number for each state. Users could SMS the keyword to the number to receive a double pass for the event.

Successful users received an MMS/SMS response with a uniquely numbered ticket. They received their individually numbered tickets on their phone plus details of the date and time of the event.

In addition a MySpace home page "skin" on the day the Dark Knight screening was announced was also implemented on the site.

Results:The successful combination of social networking and mobile is highlighted when you consider the time it took for the various states to redeem the RSVP capacity:

• NSW 3mins
• VIC 3mins 45sec
• QLD 10mins 2sec
• WA 12mins
• SA 35mins

Myspace received over 1,000 SMS' in the first 10 minutes of the RSVP mechanism opening from NSW/VIC/QLD.

The mobile RSVP mechanism has now been successfully used for every subsequent Black Curtain screening.

The "Friend" count for Black Curtain increased by 4 172 friends during the period, accounting for a 6.3% increase.

The MySpace homepage that featured the Black Curtain Dark Knight screening achieved a click through rate of 1.74% compared to the previous standard of 0.02%