Ministry of Sound offers clubbers world first in mobile ticketing

London club Ministry of Sound has teamed up with PayPal and ActiveMedia to allow punters to order tickets over their mobile phones.

The trial at Ministry of Sound's Tuesday night event Milkshake was the first ever live trial of end-to-end mobile ticketing. Clubbers could buy, receive and redeem tickets on their mobile phone.

Registered PayPal users simply texted the word 'shake' to 60500. An interactive voice response callback then confirmed their request by asking them to authenticate their unique PayPal PIN before a mobile ticket was delivered to their handset.

ActiveMedia, which redeems more mobile tickets than any other company in the world and powers the Orange Wednesday two-for-one cinema tickets promotion, provided the ticketing technology while PayPal provided the payment mechanism.

"Ministry of Sound is already a multi-platform, lifestyle brand and using this kind of technology helps create experiential events for consumers that really drive home a marketing message," said Felicity Ive, head of Strategic Brand Partnerships, Ministry of Sound.

"Ministry of Sound has been at the forefront of youth culture for the last 15 years. Intuition, boldness and a keen sense of what our audience want has helped us maintain this position. What today's youth market wants is definitely mobile. "

Roy Vella, head of Mobile Payments at PayPal, added, "The ability to pay for and enter a club via your mobile phone offers clubbers a convenient, fun experience even before they leave home. Working with Ministry of Sound and ActiveMedia Technology we have a great opportunity to turn consumers' phones into a mobile wallet and extend the security of PayPal online to a broader high street market."

Unlike other mobile ticketing technology ActiveMedia's unique, patent pending, barcode ticket delivery, management and redemption platform delivers secure tickets to mobile phones, which can reduce the cost of ticketing by up to 80 per cent compared to the cost of paper-based ticketing.