The BRIT Awards 2012 with Mastercard is to build its first ever mobile app, which will allow fans to vote directly for the public categories through their phones.
Built by development company Noise Inc., the app will go live on 12th January as a free download from Apple’s App Store.
Voting for three categories (British Single, British Group and British Breakthrough) will be made available as soon as the nominations are announced.
The app will feature news and competition elements, the chance to win tickets, provide fans with news updates directly from the Awards and the ability to purchase performance audio from the night itself.
The project, headed by Noise Inc.’s BRIT School alumni James Coughlan, is a good example of reaching newer audience through the mobile channel - giving people more ownership of the event at the same time.
This marks a first for a major music industry Awards programme to embrace the new technology of apps in its voting system, and Noise Inc. is thrilled to be the partner who could make it possible."
Maggie Crowe, BRIT Awards event director said that the organisation wanted to keep in touch with fans, and that the app would allow them to do this more directly.
Mastercard will also be using the app to launch a new competition around the event for 2012, which will be an extension of its highly successful 'Something for the Fans' campaign from 2011.
Shaun Springer, head of brand and sponsorship at MasterCard UK & Ireland, said that the company was looking forward to "unveiling a new competition to capture the imagination of the nation, which will be available through the new app".
So, we'll be on the look out for something that looks similar to X-Factor's sing-a-long video uploads, but probably a bit more 'cool'.