Mobile Behavior: an Omnicom Group Company

The entertainment industry has many reasons to resent digital technology. Why buy music when you can download via P2P for free? Why go to a game when you have an HD (or even 3D) TV at home? Technology, however, can also be its savior. When used to enhance live entertainment events, mobile can provide a unique, unreproducible experience that people are willing to pay for.

We've seen a number of instances of this. For example, the New Meadowlands Stadium just announced they will soon have an app that lets fans see video replays, updated statistics and live video from other games (and it only works in the stadium).

Augmented reality also has great potential for the constructed and controlled environments of live events. For the upcoming Mysteryland dance festival, ID&T is teaming up with Layar to "augment" the experience through mobile, reports intomobile.

Those attending will be able to start Layar on their iPhone or Android device and do some cool things from the palm of their hand. For instance, there are information on all 150 DJs performing on the 16 stages along with instructions how to get there. Moreover, if you like what you hear, you can directly download the music to your phone via Dance Tunes.

This recalls Zehnder Communications' work for the Voodoo Experience music festival in Louisiana, also done using Layar. Sporting events are another example, see: Junaio superimposing stats on the soccer field.