Matchbox Twenty may have been around since 1995, with its alt-rock grooves steeped in the post-grunge era, but their digital chops are firmly in the 21st Century.
The band, currently on tour, is deploying a dizzying array of digital tools to reach their fans, from augmented reality to QR codes pasted on the backs of T-shirts. The latest addition to the band’s marketing toolbox is geofencing, the ability to sense where concert-goers are within the venue.
“We think they are the first artist to use geofencing,” said Nick Lippman, vice president of Lippman Entertainment, which manages Matchbox Twenty. “We can talk to fans as they come in and out of the venue, welcome them to the show, give them a hashtag to participate. It’s a great way to get information to people without being uber-intrusive but also remind people what they can do to be an interactive part of the show. We’ve had killer fan engagement.”
The geo-fenced-triggered messages pop up on mobile devices that have the band’s app, provided that notifications are enabled. For now, the technology can only sense whether the device is within in the venue. The goal with the next app update is to refine that location further to, say, help people locate their seats or flash a discount if it senses that the person is at the merchandise table.
Most of the band’s digital outreach occurs through its free app, available for iOSand Android devices. The app is developed by Mobile Roadie, with technology integrations from DAQRI (augmented reality), Fliptu (social aggregation) and Crowdzilla (geofencing messages).
Read the full article on Billboard.