Bonnaroo is the latest music festival to test location-based technology this year, and is now releasing some data tied to the 100 beacons that were placed on the concert's 700-acre grounds in Manchester, Tenn.
This year marks the sixth consecutive year that Bonnaroo worked with Aloompa to use a mobile app to point attendees to additional information about the event. This year, iBeacons were added to the company’s iPhone app. "The main goal was to give proximity-based messages for interesting things around the festival site," said Drew Burchfield, founder of Aloompa.
Aloompa did not say how many attendees downloaded the app, but 20 percent of those who did opted in for push notifications. Each of these people spent 102 minutes interacting with content and received an average of 12.6 notifications over four days.
The most popular area of Bonnaroo with app users was, unsurprisingly, the What Stage where headliners Kanye West and Jack White performed. Burchfield said that Bonnaroo is analyzing the data from this year to understand which shows were most popular among festivalgoers. The data will then help Bonnaroo plan the 2015 agenda, but he declined to name specific performances that generated the most mobile buzz this year.
The beacons were also set up around other areas of the festival, like VIP lounges and drinking fountains. Aloompa’s data found that 1,980 app users went inside the VIP area at Bonnaroo. And as users passed by drinking fountains, push notifications reminded attendees to stay hydrated with several pieces of creative, including, "Is your water bottle half empty or half full? Doesn’t matter—fill it up."
Technology was also placed nearby food and drink lines. In total, Bonnaroo used 50 different calls-to-action with its beacons.
Going forward, Bonnaroo plans to tie beacons to the festival’s actual content so that attendees can access music and performances after the festival. "One of the things that I think every person connects with who goes to a festival and decides to spend four days camping [is that] even if you have consumed no mind-altering substances, you’re not going to remember what you did on Friday on Sunday … just because you’re tired," Burchfield said.