Ministry has mobile first

Ministry of Sound, the London club, has carried out its first live trial of an end-to-end mobile ticketing purchase.

Clubbers at last week’s Ministry of Sounds’ Tuesday night event, Milkshake, were able to buy, receive and redeem a ticket on their mobile phone. The club claims this is the first time an end-to-end transaction such as this has taken place on a mobile.

Ministry of Sound head of strategic brand partnerships Felicity Ive says: “The technology helps create experiential events for consumers and drives home a marketing message.”

The clubbing scheme is being operated in partnership with digital payments company PayPal, and mobile ticketing platform ActiveMedia Technology.

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