In 2008 multi-platinum recording artist Avril Lavigne embarked on a 45 city tour. Looking to engage concert goers in a unique and innovative way, Avrils record label Nettwerk Records turned to Contac’s mywurld platform. Contac and Nettwerk Records developed a campaign that offered customized communication tailored to each of her fans. Avril connected with ticket holders in a personal and unique way with two products: Personalized Tour Guide websites and Tour Booklets.
The Tour Guide PURL gave each ticket holder access to their own customized website with information on show times, seating charts, driving directions to the concert venue, information on nearby restaurants, hotel and local transportation. Concert goers were also invited to purchase merchandise online and access photos taken at the concert. The Tour Booklet was fully variable, complete with commemorative stickers, postcards, a bracelet and a magnet.
“The personalized Avril Lavigne concert guide was an enormous undertaking, the first ofits kind in the music industry, and Contacs knowledgeable team provided supportthroughout the entire development process, ensuring we met deadlines while deliveringa quality product to Avril fans.
– Nettwerk Music Group