Uppsala Reggae Festival attendees were provided with a cross-device mobile application specifically designed for the festival by Didmo.

Uppsala Reggae Festival is the largest music festival in Northern Europe, bringing in around 20,000 attendees a year. So, Didmo and Magmito, its mobile content creation tool, created and powered an interactive mobile application with festival guide content for URF attendees to stay in the loop during the festival.

"Music festivals are the perfect event for mobile applications," said Roberto Chaves, CEO at Didmo, Stockholm, Sweden.

"With so many in attendance over a minimum of a couple of days, various acts performing and the fact that many stay either on-site or in the immediate vicinity, having all relevant information in the palm of their hands is ideal," he said.

"We approached the URF with the concept of a Mobile Festival Companion and they were eager to provide the average 20,000 revelers with a mobile application featuring a performance schedule, location map, festival train schedule and more."

The Uppsala Reggae Festival is one of the most popular events that dreary Scandanavia has to offer, as 20,000 attendees pour into Stockholm every summer for the three-day festival.

Didmo is a mobile technology and content provider that offers its users free entertainment and user-generated content.

The company monetizes using advertising campaigns.

The mobile application, functional over all device types, contained a complete schedule of events for the festival, stage information and a map of the festival location.

The map within the application was tailored specifically for festival attendees with marks for stages, toilets, camping areas and food services.

The application also provides a daily Blue Train schedule from the Uppsala train station to the park and campgrounds.

For any questions that the application can't answer, the URF application also has a click-to-call link to emergency services and festival contact numbers.

"Having an entire event program at your disposal at all times via mobile is convenient and cost-effective for both organizers and attendees," Mr. Chaves said. "Mobile programs reduce printing costs and minimize the environmental impact created by thousands of paper programs thrown in the trash.

"The interactivity afforded by mobile allows for organizers to gather instant, measurable feedback on event quality, organization, presenters and more," he said.

The festival guide application is available for download at http://www.uppsalareggaefestival.se for all Java-based phones and is accessible via WAP pages for the iPhone, Windows handsets and Google's Android.

Didmo's Magmito technology gives the URF staff the ability to change and update content immediately in case of a rain-out or unexpected schedule change.

The Magmito software is available to business and consumers at http://www.magmito.com where users can create, update and upload content and deliver it friends, family or a target demographic via mobile.

"Mobile is the most intimate marketing channel," Mr. Chaves said. "Apart from your keys and your wallet, your mobile is one of the things you never leave home without.

"Technology advances have turned our mobiles into our desktops," he said. "This new age of mobility has leading brands rushing to test and adopt mobile marketing strategies and they are experiencing extremely positive results."