(CLL) PHN LCKN 09 Rocked.
Mobile technology can be revolutionary. It can deliver brand messages, create unique user experiences, even transform events. The possibilities are endless, and we love spreading the word about it. That’s why we were thrilled to work with LVHRD for (CLL) PHN LCKN 09. (That’s Cell Phone Lock In ‘09.)
LVHRD is known for creating unique interactions through unconventional events and digital media. In January 2009, they had a pretty amazing idea for a party. Exactly our type of party. (It was all about text messaging.)At 5th Finger, we were able to take LVHRD’s idea and help make it happen by aiding in development of software that that powered the evening’s festivities. Our main challenge was just to get it done in an extremely short period of time.
The event was to be an experiment that measures the frequency of peer-to-peer communication at an event— using SMS. It would be a way to understand an emerging technology, see how it influences the human spirit, and observe how it encourages simple socialization. Having fun was also an added bonus.
The initial invite was sent by text message, but guests had to wait until just hours before the event began to get text with the location—92Y Tribeca in Manhattan.
All in good fun, the event’s theme revolved around awareness of SMC (Severe Micro-Contamination) a fictional, yet “dangerous,” disease transmitted by cell phone radiation. Upon arrival, each guest was given a white hazmat-esque jumpsuit with a four-digit ID number printed across the front. They were asked to text their first name, last initial, and a brief bio along with their jumpsuit ID number to a short code.
Here’s where it got interesting. By giving guests a common mobile functionality, we gave them the chance to learn information about others at the party. Two large screens at the event continually displayed scrolling bio information. A guest could text another person’s 4-digit ID number to the short code and receive that person’s bio information by text. To keep things fun, the bios could be updated all night long. Combine that with some great music and beverages from event sponsors Dewars and Sapporo, and you’ve got the recipe for a very atypical night.
We documented all interactions with our master SMS database to gauge the event’s success. 90% of participants texted in, with a total of 3,974 texts sent throughout the night. The total number of guests was just under 300, making the average number of texts sent per person 16. The highest number of texts sent from one person was 88.
