This is a great mobile marketing idea that will build a database for future advertising. If Verizon and Fergie get permission from the consumer, they will have created a database for future advertising (albums, apparel, concerts etc).
Verizon and Shakira offered mobile barcodes before too.
Who "owns" the database of these people?
Will Fergie or her record company have to pay Verizon to use this database for future promos?
From Reuters Fergie fans will phone it in for tickets
Verizon Wireless is sponsoring the Black Eyed Peas vocalist's 20-city U.S. solo tour -- which kicked off May 8 in Seattle -- and in an unprecedented move is controlling the entire ticket distribution process.
By doing so, Verizon is conducting what is perhaps the biggest mobile ticketing experiment in the United States to date.
Verizon Wireless subscribers can get a ticket to Fergie's show via any of the following mobile tie-ins: by downloading any of Fergie's songs from the V Cast Music full-song download service or any of the new Fergie TV content on V Cast; by buying any Verizon-enabled Motorola phone; or by attending any of several planned in-store events at either Verizon Wireless or Kohl's stores.
Verizon will then send each fan a unique barcode that will be scanned by a special reader at each venue for entry.