Mobile Behavior: an Omnicom Group Company

About a month ago we discussed observations made at a Phoenix concert, a new morning-after primetime, and the many opportunities that mobile technology has opened up for brands in the music business.  It appears someone has stepped up to the plate, SuperGlued aims to pull together today's concert experience, social media included, into an iPhone application.

Once installed, users can locate and "join" concerts that they are attending to then become immersed in the chatter occurring around them. The app becomes a Twitter client where on-location tweets are collected, creating a conversation around the event and embracing the collision of the digital and physical worlds. Images and video that are captured during the show can be uploaded and tagged to then be published on a show page for all attendees to see. Facebook Connect is implemented, making it easy to share content with friends in your network.

With mobile devices untying us from fixed locations and providing us with powerful on-the-go tools, our wants and needs will evolve accordingly. Founders Rush Doshi and Tom Plunkett observed this change and have developed a prime example of how applications can be built around mobility.

Everyone is aware of the disruptive forces that have been shaking the music industry over the past decade. The number one culprit, of course, is the Internet, which propped up the MP3 format with P2P file-sharing. Big corporations want to keep business the way it was and ignore the fact that music is an ever-changing social phenomenon that needs to be adapted to.

While attending a performance by French band Phoenix last night, we noticed a few things that, if understood, could move the marketing of music to a new level. Here's the scenario:

I. Waiting

You decide to arrive a little early to get good parking, grab your tickets, and find a good seat. People all around are chatting it up with friends, whether it be face-to-face or on their cell phone. You decide to see what people nearby are saying publicly on Twitter (possible now thanks to their new location API) and get an odd sensation. It's almost like you can read the minds of strangers around you. It's a strange feeling, this collision of digital and physical worlds.

II. Watching

The band makes the stage and begins their epic performance; everyone wants to be more than a spectator and capture the experience using their iPhone, BlackBerry, or whatever device they might have. There is the now-familiar cloud of miniature backlit screens every time the the lights dim. Some people are tweeting, while bobbing their head and getting groovy. They are sharing the moment. Or just not that good at focusing.

III. Watching Again

The show was great, everyone is smiling and rushing to their cars to be the first out of the lot. Next morning: Get online. It's either check YouTube and Flickr for footage from last night or be the one uploading it. This is a continuation of the entire experience, extending it beyond the traditional set length. In a sense,  a crowd-sourced encore.

Looking at each of these stages, possibilities come to mind... ways to create an ever-more immersive experience for concert-goers.  The fact is that fans are using their mobile during the performance, and they can be reached. We recently noticed mobile startup Chyngle's desire to market in stadiums. There is a huge opportunity here to reach people during this "morning-after digital primetime."