When Robbie Williams played Berlin in 2005, sponsors T-Mobile incorporated BlueCasting™ into the event. BlueCasting™ is a wireless procedure that detects bluetooth enabled phones within the immediate vicinity and then pings them, asking if the owner would like to receive incoming data. It could be spam under some circumstances, but we were sending out signed photos of Robbie Williams in the context of a gig and after show party – and inevitably, people loved it.

My role was partly design: creating graphics from photographs and signatures that could only be supplied at the last minute. It was also organisational. BlueCasting™ operates through broadcast units which had to be rigged around the 6,000 seat Velodrome stadium to ensure we'd get accurate signals to the whole audience. This meant liaising with event organisers and film crews. To ensure people knew to have bluetooth switched on, T-Mobile had organised a team of young evangelists to educate the audience. So the final part of my role was briefing them.