Bon Jovi
Case Study - Bon Jovi
(On Screen)
For their 2008 "Lost Highway" tour, Bon Jovi was looking for a mobile solution that would enrich the concert experience and create a new revenue stream for the band.
Challenge
The "High Tech" tour, as it was dubbed by CNBC, utilized very sophisticated on screen technology. On stage, there were three screens—each weighing as much as a Volkswagen and costing two million dollars a piece—that Vibes had to integrate with at 34 different tour venues.
Solution
Calls to action appeared on BonJovi.com, on the large stage screens and on palm cards handed out in venue that prompted fans to vote, via text, for the song they most wanted to hear played for the encore. Once they voted, participants received a bounceback message that asked if they'd like to be entered for a chance to win stage side seats for $1.99 or a chance to win an all expenses paid trip to Barcelona. After the concert, the mobile program participants had another opportunity to opt-in to receive Saturn sponsored updates from the band while on the road and purchase exclusive Bon Jovi mobile content.
Results
Roughly 15% of all the fans who attended the concerts opted in to participate in the mobile component, which was integrated and executed at 34 tour stops.