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Layer of the Week: Vodafone’s Sziget Music Festival Layer

Maarten Lens-FitzGerald August 16, 2010

Vodafone Hungary worked together with their agency Soda Team to create a layer for one of the biggest music festivals in the world: Sziget. A fine exmple of a good sponsored layer. A short Q&A with Horvath Tibor, Sales and Marketing Director of Soda Team.

What is the Sziget layer about and what does it offer?
The Sziget layer provides all necessary information for visitors of Sziget 2010, one of the 10 largest festivals of the world. It is a useful tool for the visitors to get the most out of the festival.

People can find the different stages and its’ programs. Using the reality view beside the stage one can see the band currently on stage with the band’s picture, the upcoming bands and the exact time when the next band will start playing. Clicking on a band you will be guided to the bands profile page and you can get all information about the band. There are two more action buttons. “Get me there” which is very useful considering the size of the venue and the large number of programs. The other action button is the “program” which brings you to the full weekly program of the given stage. From the program item list you can again click further to the profile pages of the bands (over 300 bands are playing during the festival).

The different types of information groups are represented with different icons to make it easier for the users to navigate in the reality and the map views. There is also a filtering function that helps to screen out the most relevant pieces from the large database.

Why did you want to create such a layer?
Soda Team is a long term partner of Vodafone in Hungary. When Vodafone became the main sponsor of the Sziget festival this year, the company started to boost up the venue with innovative offers and solutions. We learned about AR technology 1,5 years ago, and followed Layar as our choice of solution provider ever since. We already made plans for other companies highlighting the possible advantages of using Layar and AR, but the possibilities of the technology where best fitting the needs of such a venue, and an innovative company as Vodafone.

What are the advantages for creating festival layers?
The advantages for users are obvious: Everybody carries his phone on the festival, but who likes the mass of paper that one needs for navigating from one stage to another. Having a complex layer, like the “Sziget Compass” makes all conventional tools of navigation look out of date.

What did you learn about creating festival layers?
One of the most important insights we learned, is that you have to make a POI (point of intrest) something complex, informative and sexy to become a real alternative for usual program guides and maps. Therefore we attached programs to the POIs and band profiles to the programs. The differentiation of the POIs by icons is unavoidable when having such a large amount of data.

The Layer Developer
The technical realization of the layer was done by mCRUMBS, run by Martin Adam. They are an “Augmented Reality Server Provider” with 15 Augmented Reality Channels Running on their servers.


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