Eastway (est. 1986), is one of Finland's biggest full-service organisers of public and corporate events. Each year the company plays a key role in the production and implementation of over 2,000 events. As the competition grows, Eastway has selected audience interaction as its way to stand out – provided by Wireless Event Manager (WEM) service.

Explains Mr Olli-Pekka Kallio, Director of Eastway Projects: "Merely a great number of visitors is no longer enough to make our customers happy. Today, they use qualitative measures instead. One way to increase the quality of an event is to allow the participants to actually participate in it".

In the beginning, Eastway has utilised WEM's SMS2Web features, combining text messages and internet. For instance, the participants of a short film festival were able to vote for their favourite film using text messages. Seminar attendees have been able to comment the discussions in real-time via SMS Chat feature. States Mr Kallio: "Text messages have lowered the step to comment, and our customers have managed to invoke the kind of discussions they are looking for".

Eastway's service package covers everything related to event techniques, including newest mobile technology. Hence, Widi service features are thus a natural choice to complement the package with. "Multi-channel communications is the strength of WEM – the event participants can be approached using the most appropriate media for the case. Sales Activator turns the collected new leads into immediate revenue", points out Mr Matti Tammisalo, CEO of mFabrik Widi Services, and continues: "Companies can now benefit from our service features as part of Eastway's total service solution. And if anyone, Eastway knows how to activate the event audience with our service tools".