Island Records goes WiFi with The Bright Place

The Bright Place announced today that the company's 'BrightFi' technology will be deployed at the O2 Shepherd's Bush Empire in London to support the week long series of Island Life gigs celebrating the 50th anniversary of Island Records.

The BrightFi system is a mesh-based WiFi hotspot service which provides locally-served high-bandwidth content, eCommerce and competitions to the ever-increasing audience of consumers with WiFi devices such as Apple's iPhone and iPod Touch and handsets from Blackberry, Nokia and Google. This service can be rapidly deployed for all types and sizes of event.

Alasdair Scott, Co-Founder at The Bright Place said: "We're delighted that the first UK use of our BrightFi service is supporting the Island 50 celebrations. Partnering with a label as innovative as Island Records is a great way to launch the technology".

Glenn Cooper, Head of Digital at Island Records said: "Bluetooth promotions at live music events over the last two years have become commonplace, but we feel that using a localised WiFi hotspot is a massive step forward. We will now be able to target a much larger audience and offer music lovers great content to introduce our breakthrough acts, capture consumer data as well as offer direct access to the Island 50 store, for music, the official Island 50 book, and a great range of merchandise."

When consumers get to the O2 Empire they will be prompted to log-on to the 'Island50' BrightFi hotspot to access the Island 50 mobile site. They will be able to stream artist videos, download artist images, enter a competition to win the 50 classic Island Records albums (selected in conjunction with Chris Blackwell) and purchase merchandise direct from their handsets.

So far the opt-in rate has exceeded 60% with the average user spending over 7 minutes viewing content. The device split is approximately 80% iPhone, 10% Nokia and 10% BlackBerry.

The Island 50 mobile site also forms part of the Nissan Qashqai sponsorship of the Island 50th Anniversary and features a section on the new Nissan Connect integrated audio and satellite navigation system, which includes CD with MP3/WMA playback, FM/AM radio, AUX socket, USB port for full iPod connection, and bluetooth connectivity. The Island 50 mobile site is an extension of www.qashqaisland.co.uk, a site created to support Nissan's alliance with Island Records.

With influential acts such as Paul Weller, Yusuf, Grace Jones, Amy Winehouse and Keane performing along with breakthrough acts such as Tinchy Stryder, Ladyhawke, V V Brown and Bombay Bicycle Club, consumers can enjoy exclusive free broadband content and great savings on T-Shirts and the Island 50 book 'Keep on Running – The Story of Island Records"


ABOUT THE BRIGHT PLACE
The Bright Place is an agency dedicated to delivering the best proximity-based marketing, content and eCommerce campaigns in the world. Using BlueCasting [Bluetooth] and BrightFi [WiFi/WiMAX] systems The Bright Place enables direct-to-consumer communications at travel, entertainment and retail destinations.

For more information please visit our corporate website at: www.thebrightplace.com