WAP site launched for Edinburgh Fringe
Mobile technology firm Rapid Mobile has created an interactive WAP site for this year's Edinburgh Fringe Festival.
'Festival Knowledge', sponsored by Times Online, details all upcoming shows and, with the press of a button, connects to the box office.
Users can search by time, day, venue, artist and genre. They can also read a range of reviews written by Times Online critics. In the few seconds it takes for pages to load, contextualised ads for other shows the viewer might be interested in are displayed.
Richard Marshall, CEO of Rapid Mobile, emphasised that Fringe Knowledge is simple by design. "We knew that for the WAP site to be appealing to consumers and effective for advertisers it had to be quick and easy to use."
Louise Goodlad, Sponsorship Director at the Fringe said: "Rapid Mobile has created an ideal solution for us in record time. It really is quick, easy and fantastically convenient. It means anyone can get the what, where and when of the Fringe, from wherever they are, right now. And it beats queuing round the block."
Looking ahead, Marshall qdded: "There are several additional interactive functions we would like to add next year, from being able to forward show details to buying and receiving all tickets on the mobile. And with contextualised adverts, it can become an additional revenue source for the Fringe Society. With time, it is these sorts of services that will convince consumers, advertisers and publishers of the real benefits of mobile marketing."
The Festival runs from the 5th-27th of August. The site can be accessed at mobi.edfringe.com.