Worldpop Launches Mobile Information Service For Clubbers

A new venture from new media company Worldpop and Mobile Channel Network (MCN) could enable a future where advertisers can follow their target audience, even on holiday. The Mobile Ibiza information service, which launched yesterday, hopes to register as many of the 700,000 British clubbers heading for the Balearics as possible, in order to provide them with news and information about events on Ibiza, via their mobile phones .

Potential users of the service, who may be either going to Ibiza or just interested in the music scene there, register via a website, giving their name, email and mobile phone number. They then have access to news and offers, which may include cheap or free club entry.

MCN has said that ringtones, SMS messaging, WAP and audio reports will be used, along with other technology which will launch further into the season. The service will work in conjunction with the www.worldpop.com website.

The two companies behind Mobile Ibiza say they have had “overwhelming” interest from the music industry, media organisations and businesses on the island itself. If it is successful, the use of technology in this way could provide a valuable new marketing technique for targeting the “mobile generation”.

Ben Turner, editorial director at Worldpop, said, “Mobile Ibiza is a radical step forward in club culture and, when flyering is completely outlawed on the island, it will be this service which clubbers use to guide them through their dancing holiday.” Mark Butcher, MCN’s head of channel development agreed, calling the service “a tremendous communications and marketing vehicle.”

Worldpop: www.worldpop.com Mobile Channel Network: www.mobilechannel.net