Advotainment
Reuters reports on U2’s use of the audience’s mobile phones as part of the show in their latest tour. At some point during each concert, Bono urges the audience to send SMS’s to one.org – an advocacy website promoting fare trade and end to poverty. At the end of the concerts, the names of those who sent the messages scroll on a huge screen and later they receive a thank you massage from Bono. One.org used a similar strategy earlier this year at the Live 8 concerts. The incorporation of text messaging into rock concerts and other events has been a growing trend this year, and not only for the sake of political causes. Organizing mobile phone tie-ins is a business on its own right that requires the expertise of companies like Boomerang Mobile Media and ISPH.
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