We launched Mobkastr with the Blue Man Group as a mobile content system to enhance the live show experience.

Every year Blue Man Group goes direct to the masses with a tour of major stadiums and arenas around the country. Using an average cell phone, audience members had the opportunity to opt-in to receive an interactive stream of text messages that tied in directly to the How to be a Megastar Tour 2.0 live show. Upon entering the venue, they were prom- pted to sign up for Mobkastr at a rate of $1.99 billed directly to their mobile phone bill.

The content engaged the audience in a whole new way: the enter- taining SMS text messages made them laugh and added layers of storytelling to the live experience. Audience members were asked to capture their favorite moment of the show and upload photos to blueman.com. Online, users shared the photos with friends, browsed other pics and reportedly felt closer to the men painted blue.

In addition to the mobile content at the show, we created a brief, preview Mobkast. The interactive mobile experience consisted of five free SMS messages back and forth to users, sent over the course of a single day. Through the interaction, users got a taste of what the mobile experience would be like during the show - days, weeks, even months before. 

Users could sign up for the Mobkast preview via mobile, on blueman.com, or from promotional print, radio and television.