The energy brand, SSE, introduced LISNR technology to The SSE Arena, Wembley this weekend at The Who concert on February 13.

SSE has naming rights for four UK entertainment venues including The SSE Hydro, has introduced the technology to enhance the gig goers experience at SSE venues.

LISNR is a new communications standard, which uses sound to transmit data and content to consumers. When LISNR’s “smart tones” are emitted during live events the ultrasonic signals trigger mobile devices, which then deliver relevant, hyper-targeted messages based on the users location and activity to create a one-of-a-kind, interactive fan experience.

SSE’s entertainment agency, Material UK, has introduced the technology to the brand and worked with LISNR to create an experience based app for Andriod which would trigger personalised messages and content to audience members. Merchandise discounts, opportunities to win prizes and exclusive event content including stage-times and the set-list were just some of the benefits that were unlocked when a user’s phone picked up the inaudible LISNR sound wave.

Following Saturday’s launch, the brand will also be rolling the technology out on an Apple version of the app before launching LISNR at The SSE Hydro.

Colin Banks, head of sponsorship at SSE, said: “We are always on the look out for innovative ways to connect with, and reward our customers, and through LISNR we are able to do both. We are really excited to be the first brand in this space and about the huge potential LISNR presents for our entertainment portfolio. Interacting with the audience in a live entertainment venue through sound is nothing short of genius, and when you tie that together with our existing SSE reward programme, we are in a position to do something really special for our customers and venue attendees.”

Rodney Williams, CEO and founder of LISNR, commented: “We are very excited to have launched our first LISNR activation in the UK. What SSE is trying to accomplish in the entertainment sponsorship space pairs well with the strength of our mobile connectivity platform. By helping SSE reach their consumers and concert-goers in meaningful, personal ways, LISNR is driving valuable brand awareness previously unattainable to sponsors, until now. I am pleased to say this is just the beginning.”