La lights sponsors Spin Doctors at Indiefest 2011
Indonesian LA Lights IndieFest [La Lights is a kretek cigarette brand owned by PT. Djarum] is launching an interesting Groupon-style ticket buying campaign for its 2011 Festive Sound, a concert to be held on July 9, 2011 [in Jakarta, Indonesia].
The digital campaign is using a Groupon-like mechanism which will enable people to buy a ticket at a cheap 100,000 rupiah (equal to 11USD). Considering that international artists like Boyce Avenue (a YouTube sensation) and Spin Doctors will be performing.
Many great local artists will also be performing, including Barry Likumahua Projects, The Groove, Gugun and The blues Shelter, Superman is Dead, The Trees and The Wild, Pee Wee Gaskin, and Saint Loco, just to name a few.
You simply just need to enter your details and login using yourFacebook and Twitter account. You can buy up to ten tickets per transaction, making it easy to buy the tickets as a group. Once the transaction is completed, you will receive a voucher with a unique code that can be redeemed for ticket(s) on concert day.
The only thing that worries me, however, is the existence of a middle-man seller. He or she can leverage the loophole by purchasing the tickets in bulk and markup the price after the presale session ends. Group-buying makes it easy to buy the tickets at low and sell them at high. Nevertheless, this is a pretty good example on how brands can adopt astart-up mechanism to improve their business or at least, experience.
Reference link (Penn Olson The Asian Tech Catalog)-Joshua Kevin-June 21, 2011