• Mobile Marketer, Thursday, March 5, 2015 10:49 AM

The Interactive Advertising Bureau recently teamed up with geo-targeting firm Sonata to combine the physical and digital world at Madrid’s 2014 Inspirational Festival by leveraging mobile to communicate with attendees and tapping beacons to send welcome messages to 30,000 unique users of the festival's mobile app. More event marketers are eschewing print schedules and are instead turning to mobile to offer attendees conference materials such as agendas and maps. IAB’s decision to reach consumers attending the festival via their smartphones proved to be a fruitful one, as the organization saw 50 percent of users that downloaded the festival’s mobile app come to the event and interact with Sonata’s beacons in specific areas.

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