Today's first neat press release has landed in my inbox, SPIDER-MAN and its online ad agency Situation Interactive have teamed up with a company called ePrize to allow ticket buyers to reserve tickets online, and pay for them later. So far, they claim a 59.5% conversion rate. We (I) love new theatre tech and will be watching!
SPIDER-MAN Turn off the Dark has created another Broadway first, partnering with their interactive agency Situation Interactive and ePrize, a leader in digital engagement for social, mobile and web campaigns, to design and implement a mobile ticket reservation system that allows audience members to reserve seats to upcoming performances without requiring a credit card. Non-paid reservations are common in many areas of live entertainment but, until now, have only been possible on Broadway for recognized Group Sales agents.
The SPIDER-MAN Mobile Reservations system was created to set the SPIDER-MAN experience apart from all other Broadway productions and to combat the industry-wide trend of decreasing advance sales. The system allows the user to hold seats while continuing to organize their evening; this in-pencil commitment not only makes setting the logistics and payment details easier but also decreases the likelihood that they will continue shopping around for a different Broadway experience.
Users take the following three steps to make a reservation:
Users visiting the mobile site are presented a page asking if they’d like to make a reservation. Other options include calling Ticketmaster, visiting the SPIDER-MAN website, and getting directions to the theatre.
After clicking “make a reservation,” users are taken to a form that asks them to input their name, mobile phone number, party size, performance date, and preferred seating section, then to click “submit.”
The user receives an SMS asking to confirm their reservation. Once the user responds YES, the reservation is in the system and the Foxwoods Box Office staff receives an alert.
Three days before, the day before, and the day of their performance, users receive reminder text messages prompting them to lock in their seats by purchasing right away. Alternately, users may select and pay for their seats up to one hour before the performance.
In just a month since beta launch, the mobile reservations site has seen a significant number of reservations and impressive conversion rates, with 59.5% of visitors who reserve tickets completing their purchase.
“We're looking at data that's predicting US mobile commerce will surpass $30 billion by the end of 2015,” said Peter Yagecic, Situation Interactive Director of Technology. “The comfort level of the typical mobile user is growing when it comes to making purchases on their smartphone, and so we asked ourselves how we could encourage that behavior to benefit SPIDER-MAN. By creating a reservations system targeted to mobile users that offers multiple ways to complete a purchase, we are helping the consumer build trust in mobile ticket purchasing. Our history working with ePrize and their expertise in the world of SMS engagement made them a great partner to bring the mobile reservation system to life.”
“Retailers are experiencing the year of mobile, and the box office is no exception. Brands are stepping up their game when it comes to mobile engagement,” explained David Wachs, SVP of Mobile at ePrize. “It was a pleasure partnering with a brand as vibrant as SPIDER-MAN Turn Off the Dark. They understand the importance of providing the convenience of a mobile reservations system, as well as a foolproof tactic for boosting ticket reservations and sales. We look forward to seeing the continued growth and success of their mobile ticketing presence.”
To explore the site or reserve tickets from your mobile device, visit spidermanonbroadway.com from your smartphone or text SPIDEY to 35350.