Live Nation tie-up for Voda priority scheme


Vodafone apes and challenges rival operator O2 with expansive reward scheme with O2 partner Live Nation

Vodafone is going head to head with O2 after agreeing an exclusive deal with concert and festival company Live Nation to make ticket purchases for UK festivals available to its customers 48 hours in advance of general release.

The deal underpins Vodafone’s new Vodafone VIP service, which allows customers advances and exclusives on certain events and launched June 22. Vodafone VIP follows O2’s Priority reward programme, which has for 18 months allowed its customers privileges around events access and tickets. O2 works with Live Nation for events at O2 Academys and The O2.

Vodafone said it has already provided as many as “thousands” of its customers with tickets via competitions to 10 fast-selling British events such as Hard Rock Calling, T in the Park, Latitude, Global Gathering, Big Chill and Wireless. Future events will include  the Reading and Leeds Festivals. From next year tickets for these will be available 48 hours ahead of general release.

Vodafone ran ticketing schemes with London Fashion Week, for it is among the sponsors, and London Fashion Weekend, for which it is headline sponsor, in September. Vodafone customers can gain entry to the fashion events two hours before the general public.

The VIP service is available to all customers across prepay and contract. Those who opt in will get updates for events and competitions based upon their interest. Further tie-ups are expected in the coming months.

Vodafone brand director Danielle Crook said: “We wanted to give our customers access to some of the biggest British events across fashion, festivals and Formula One.
As long as you are a Vodafone customer you will be able to buy your tickets before anyone else.”

Vodafone has through its McLaren sponsorship recently offered customer visits to the McLaren Technology Centre, including meeting with F1 driver Jenson Button, and also tickets to the British Grand Prix.