The report underlines event organisers’ aspirations shifting from simply hosting events to creating ongoing narratives that really connect with audiences, which fit perfectly with the way The Vamps used the Landmrk platform.
“The Vamps worked with Landmrk’s mixed reality platform to promote their 13-date UK Night & Day tour,” explained Landmrk co-founder Seth Jackson. “On the day of each show, we created hotspots in the city or town the band were playing in, allowing fans to access exclusive content and prizes.
“People that visited the most hotspots in their town could win the best prizes but all fans that visited the hotspots were rewarded with messages from the band. At each hotspot, fans could share their wins or progress through their chosen social media platform.
“On the night of the gigs, every fan that attended a show was rewarded for their loyalty with selfie filters, offering them a keepsake of the gig. These photos were graded, branded and personalised with the venue and date, and were only available to fans at the show on that night. The idea behind the campaign was to allow people attending The Vamps concerts to extend their experience beyond the arena and also to reward the most devoted fans with unique perks and prizes.”
As ever, the campaign was driven through the mobile web with no requirement to download an app. All maps were branded to the band’s campaign, with Landmrk simply powering the experience. If you’d like to know more about how to activate campaigns like The Vamps’, then drop us a line at firstname.lastname@example.org and find out more about how the Landmrk platform can be used to develop narratives (and more).