ParaísoCase Studies / Music
This June, Madrid’s UCM campus introduced the first edition of electronic music and arts festival, Paraíso. The talk of the town, Paraíso welcomed 38 Spanish and international artists to their 3 stages, with unforgettable performances from Floating Points, Hot Chip Megamix and Damian Lazarus & The Anchient Moons.
Spain’s most innovative mobile network, Tuenti, provided Paraíso with an immersive brand activation festival experience, their own festival currency: Tuents. Where 1 beer would cost 3 euros, it instead cost 3 tuents. Instead of using tokens as has been done in the past, this year, Tuenti relied on Glownet technology to digitalise their currency.
Glownet powered a fully cashless Tuents system at Paraíso using our RFID technology. Festival-goers topped up their RFID wristbands with Tuenti credit when they arrived, then used them to pay for food and refreshments onsite. This meant faster transactions and minimal queues, allowing for increased spending and more time to enjoy the music.
Glownet also provided Paraíso festival with access control tools, allowing the organisers to regulate the check-in process and grant access to the prestigious rooftop VIP area to guests and clients.
Glownet’s post-event business intelligence provided the festival organisers with an advanced reporting suite, real time insights into onsite activities and secured unparalleled transparency and control.
Glownet’s Christopher Gorrie commented:
“Paraíso really left a mark in the Spanish scene. Attendees, including industry veterans, reported a wonderful experience engaging with the festival before, during and after. The attention to detail is what made everything run smoothly and made it so interesting and fun. There is no questioning what a key role Glownet’s system and team played in bringing everything together in the most seamless of ways.”
Tuenti were able to gain full brand immersion through Glownet’s cashless experience by monitoring user engagement, offering online rewards, refunds, bonuses & benefits. Glownet were thrilled to be part of Paraíso’s first year celebrations and look forward to their future editions in the heart of Madrid.
Photo credits: Nabscab