What time does the flight arrive, what type of room and hotel are you booked in, how and when will you arrive at the event, where will you be seated at which table?
These are some of the details that Acceso Fácil, the Uruguayan marketing and management tool, administered to the more than 700 artists who took part in the Platinum Ibero-American Film Awards, held in Punta del Este on July 24.
The local company was chosen almost by chance, recalled Álvaro Pérez, one of its founders. The organizers asked him to take charge of managing the press and supplier invitations but, after learning about the rest of the platform's functionalities, they decided to entrust the management of the event to the company, he said. "When I met with them I told them that we actually do a CRM (customer relationship manager) for events with data so that the entire production team knows exactly how to work with each artist. And they really took advantage of those features," he said.
But that was not all. For the event, a new feature had to be created: exact location within the room. "One of the main businesses of the Platinum Awards is television and they depend a lot on the success of the filming of the gala. So, they asked us for a new functionality with a mapping and location system that allows us to know exactly which seat each artist was in at the time. The goal is that the cameras would show them when they were named and avoid downtime," Perez said.
As artists entered and checked in, the information was added to the system in real time to even know what time they had entered. Because the tool works on multiple platforms (smartphones, tablets and computers) online, the production had immediate access to the information, Perez said.
Expansion
After the event in Punta del Este, Perez assured that the experience will allow the company to catapult internationally. "Although we are already in Paraguay, after the work in the Platinum Awards we will be able to reach new horizons. For example, the company that organizes the event was so satisfied that we are in contact to continue working on the next editions of the award," said Perez.
It is that, according to the businessman, the functionality is replicable in any other facility where events are held, such as the Sodre Auditorium, the Solis Theater or beyond. In fact, "the idea is to cross the pond and go for the big events in Argentina as the Martin Fierro Awards.
Pérez recognizes that, although it is a good product, at this level it is difficult for "big players abroad to know that you exist. Therefore, the recent experience of the Platinum Awards becomes "a good letter of introduction to go out," said Perez.
Source: El País
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