The Royal Philharmonic Orchestra has announced a new mobile app for Apple and Android smartphones which allows users to purchase tickets and earn points to contribute towards rewards when they buy tickets through the app.
RPO Rewards has been developed by digital marketing specialists Kodime on behalf of the RPO.
Marketed as ‘a complete smartphone proposition to find out about RPO concerts [which] makes full use of the mobile channel to engage with and expand the audience’, the app will include features to incentivise viral marketing by recommending events to friends through Facebook and Twitter are in future updates.
Currently those who buy tickets through the app will earn points (typically 25 per purchase, with some events earning up to 75 points) which go towards a running total. Rewards range from choosing one of the RPO’s single-disc CD releases, for 100 points, to six bottles of wine for 400 points. Users earn 25 bonus points just for signing up to the app.
Chris Evans, the RPO’s director of press and marketing, said: ‘The orchestra is delighted to enter the app market by offering RPO Rewards. I believe it is important for an orchestra to investigate and explore modern marketing practices and Kodime Ltd has been the perfect partner.
‘RPO Rewards will enter the market place during an exciting time for the Royal Philharmonic Orchestra as we extend our reach around the UK; RPO Rewards will become a useful tool to help and encourage new patrons to attend the wide-variety of classical concerts we have to offer.’
Kodime’s background in mobile ticketing includes work with the LSO in creating an app for its student ticketing scheme, LSO Pulse. This work was supported by a joint funding package from ACE, AHRC and NESTA’s Digital Research and Development Fund for Arts and Culture.
The development process of that app aimed to produce software which could be used by the LSO but also adapted and built on for use by other cultural organisations ‒ at the time, CM noted that Kodime, ‘having developed the product, should now be able to provide similar services for other clients without having to factor in the costs of developing the technology from scratch’.
The RPO’s app follows significant investment by the orchestra but, explained a spokesperson, ‘technical support and the background of the app’ is based on Kodime’s previous work with the LSO ‒ confirming that the original investment is yielding benefits beyond the initially funded projects.
The app allows users to buy tickets for events at multiple venues, including Cadogan Hall, Fairfield Halls, the Royal Festival Hall and St Paul’s Cathedral.