I was in Los Angeles this past weekend and on Friday night I took my sons to the All American Rejects concert at the Wiltern. It was a general admission show so a good many people were in line. As we stood there about 10 people were wandering around from Mobile Media and they were asking if anyone was a Cingular customer. If you were, they gave you some free ringtones and also gave you the opportunity to be chosen for one of 10 meet and greets with the band before they performed. Very good idea, but they had absolutely nothing for people who weren’t Cingular customers. Seems like with acquisition so important they would have had something to incent others to join , maybe 1 out of the ten meet and greet opportunities could have gone to the non Cingular customers. Maybe these kids will want to change because of all the freebies that they see other people getting, but I think they could have made a much bigger impact by including non customers as well. Maybe there was no way technically they could have distinguished the two but it just felt like a lost opportunity to me. What do you think is exclusivity good or bad in experiential marketing settings?