Rosa Martinez
20+ years experience in
Music and Live Events
Sales | Operations | Marketing | International
SAMSUNG SPONSORS FIRST TICKETLESS EVENTS IN EUROPE - July 2012
I was instrumental in putting together this first RFID Ticketless campaign in the UK for Samsung. To promote the Galaxy SIII, an NFC enabled phone, Samsung sponsored ticketless access control at a Red Hot Chilli Peppers concert in Knebworth and at Wakestock Festival in Wales.
I presented the concept to Samsung and Intellitix, and conducted negotiations of IP rights. I created the marketing activation plan, which included retail promotion via Orange stores, digital registration on event websites, on site experiential engagement and social media amplification in real time. I also helped design a bespoke RFID reading wall and managed promotional staff on site on the event days.
This followed a 9 month period of travelling around US and Europe advising agencies, brands and promoters on how to be creative using RFID technology to activate sponsorship of live events.
Here's a video about this Ticketless campaign, explained by Samsung.
To access the live events fans use a personalised RFID wristband. Samsung Galaxy III customers can use their Galaxy III mobile handsets instead, highlighting the power of NFC.
Inside the Samsung tent, fans can win VIP upgrades and other prizes in real time, simply by interacting with an RFID reader wall which I personally helped design for this activation.
Rosa's vibrant energy and infectious passion for music, combined with exceptional professionalism, aptitude and panoramic industry experience makes her a unique luminary in this business. Working with her on any project is enjoyable, inspiring and effective, as I had the privilege to experience first-hand on a major sponsorship implementation for Samsung at a notable UK music festival. As the main coordinator between the brand, their activation agency and the promoter (Kilimanjaro Live) on this project, Rosa was able to keep all of the moving parts in harmony with remarkable proficiency.
Steve Jenner
Rosa's client (Intellitix)
RFID provider for these events
