Austin City Limits Music Festival Uses Cell Phones to Gauge Pulse of Attendees

Clickin, an Austin based marketing research company, captured the real-time opinions of attendees at the Austin City Limits Music Festival using mobile phones on a variety of carriers. "Our objective was to gather real-time insights on attendees' opinions of the festival while they were at the festival -- while they're in the midst of the experience itself," according to Dr. Martha Russell, President of Clickin Research, Inc. Attendees, who had first completed a survey about their perceptions of Austin City Limits, received a text message on their cell phones. The message gave them a web URL to access, using their cell phones, for a survey about their ACL festival experience. Other festival attendees keyed in the survey URL at the festival or used mobile phones made available at the festival by Cingular Wireless.