The idea is to have some kind of replacement for beer cards, drink coupons, etc. at events. A temporary digital wallet for any event persona in which they can buy coupons for the event itself.
At exchange points, these persona’s get offered new tastes, sometimes based on their preferences, mostly based on their profile and sponsor arrangements the event has.
Event based digital wallets gives the organisers a better understanding of their public. Seeing who lets money roll, what their personal interest is, while providing real time statistics that could even influence a dj’s setlist provides sales optimisation opportunities in live situations unseen before. They organisers could even anticipate and experiment with situations where sales promo’s of sponsors are being in order to up- and cross-sell. Why else would Unilever ever sponsor an event? 🙂