EE has made the bold claim that Glastonbury festival will be the most shared live event of 2017. As official technology partner, the company expects to handle 33% more 4G data requests than in 2016 thanks to the proliferation of video sharing services on Snapchat, Instagram, Twitter and Facebook.
In the sports world, the rise of social video threatens TV rights holders; the English Premier League and Wimbledon have looked to clamp down on illegal broadcasts in particular. In the UK, the BBC retains the broadcast rights to Glastonbury, airing it to an audience much broader than the 170,000 or so festival attendees. EE wants more people than ever before sharing from Glastonbury and it doesn’t believe this mass of live and personal video will devalue the BBC’s broadcast.
Mat Sears, director of communications and sponsorship at EE, told The Drum: “A lot of what people share will be their personal experiences, away from the main stages, enjoying the incredible array of acts, artist and experiences that exist across Glastonbury, at all times of the day.”
This additional content being generated attendees could actually help build the profile of the event, without directing people away from the broadcast. “The BBC’s live broadcast of Glastonbury is incredible, and it’s free for anyone to watch,” stated Sears. “A fan filming from the crowd in front of the Pyramid stage can’t compete with that. Streaming from Glastonbury is not about broadcasting, it’s about sharing a unique view and personal experiences instantly with friends.”
To prepare for this unprecedented demand for data, EE has put down “the most powerful temporary 4G network” in the UK. Arguably the best possible bit of marketing for EE is to provide a flawless experience for mobile users on its temporary network. “This is not a brand promotion but a core product play: our role is to ensure festival goers stay connected and charged on site, and have the best possible experience of our network, but how we deliver connectivity and charging has changed year on year.
Accounts Director at HeartCMS.com and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.
January 31, 2020
Photography is a key component of running any business. Your customer wants to see everything from your behind the scenes to your products, but capturing them in their best light can be a struggle when you’re first starting out. The good news is, you don’t need to spend thousands of pounds on the latest camera […]
September 17, 2018
Earlier this year, Instagram announced that they would be updating the algorithm to make it appear more chronological. In the past few days, Instagram has announced how they organise our feeds. We know, Instagram can be crucial for your business, so knowing how the algorithm works could do wonders for your social media marketing. Your […]
September 11, 2018
The growing age of social media has seen vast improvements in how we can utilise it for businesses. This can be anything from the theme of your bio, stories and highlights on Instagram, to backlinks on Facebook and YouTube. But something you may be missing is mastering hashtags for SEO. An Instagram post with at […]