An interview with DJ Shadow’s Marketing manager, in which he details how they are trying to capitalise on mobile at events:
Geo-targeted push notifications on the iPhone app to fans at each venue, asking the fan to take photos of the show. This has been going AMAZINGLY.
I like that they are experimenting with new ideas such as geo-targeting, but also solving existing problems such as cash-only merch stalls now accepting mobile payments. This will all be normal in under ten years.