How Beacon Can Elevate Engagement: RECO in Ansan M Valley Rock Festival 2015

About Ansan M Valley Rock Festival (AVRF) 2015
Sponsored by one of Korea’s largest conglomerate holding companies CJ Group, Ansan M Valley Rock Festival is one of the biggest rock festival in Korea/Asia that is annually held since 2009.

The festival ran for three days (July 24th~26th), and it attracted 85,000 music fans this year with its reputation and line-up with top-notch musicians.

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Like other rock festivals, AVRF 2015 took place during rainy season. Music fans could go wild in rainfalls and muddy fields, and participants staying for more than one day stayed in campsites. Other than musical features, CJ Group also provided food & beverage and event booths for both consumer services and its marketing.

Located at seaside, Ansan Daebu Sea Breeze Theme Park held all these extensive settings. The gigantic field of 980 km2 (100ha., 247ac.) had spots including three stages (Big Top, Greeen, Tune Up stages), two campsites, food & beverage stations, event booths, parking spaces, etc.

 

AVRF_Map
Overview of Stages and Camping Area at AVRF 2015

How RECO Adapted to AVRF – for End-users and Service Providers
What can beacons do best at outdoor rock festival? The answer is simple: provide guides to visitors and serve as marketing tool for service providers.

While the features of AVRF adds excitements to participants, some conditions were demanding to beacon services.  In order to handle them, the RECO Team narrowed down priorities for building a seamless, effective beacon service into:

  1. Sturdy hardware – to prevent damages from weather conditions like rain, humidity, strong winds, etc.
  2. Locations – 600+ beacons were installed throughout the whole park area so that the visitors could receive messages from their arrival to departure
  3. Mobile App – we selected CJ One App (iOS, Android) that has over 5 million downloads. Visitors with CJ One app installed on their smartphones could receive alerts more conveniently.
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RECO beacons were wrapped with plastic sheets and boxed in plastic cases to prevent damage from extreme weather conditions
Boxed beacons were tied to poles of event ticket booths/stages/etc.
Boxed beacons were tied to poles of event ticket booths/stages/etc.

To ensure the maximum coverage and signal stability, RECO beacons were installed throughout areas where people most likely to visit. We also considered visitors’ movements during the festival and concluded that the participants generally move in this order:  1. Parking lot > 2. Ticketing area > 3. Camping sites > 4. Stages > 5. Food & Beverage / events stations. (3, 4 and 5 are interchangeable)

 Messages Sent to the People at AVRF

Welcome message as arrival at parking lot
Welcome message upon arrival at the parking lot

 

Notification from CJ One app via beacon signal about CGV’s (CJ’s movie theatre) free popcorn event
Notification from CJ One app via beacon signal about CGV’s (CJ’s movie theater) free popcorn event

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Other notifications include 1) event info (giveaways, gifts, souvenirs) at CJ’s booths such as coffee shop (Twosome Place), movie theater (CGV), drugstore (O’live Young), shopping mall (CJ Mall), etc.; 2) other events like autograph session; and 3) upcoming performance info.

Final Note:
AVRF 2015 was the very first rock festival in Korea that chose to incorporate beacons with outdoor rock festival. The success that RECO Team achieved only means a beginning to the next stage. Next time, we hope to provide other advanced beacon experiences with RECO Beacons and RECO Managers with iBeacon or Eddystone to other events like concerts, conventions, and more. Stay with us for more future updates!

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