Verticals
Case Studies - Sports & Entertainment
Avril Lavigne
Avril's 2008 Best Damn Tour marketing campaign was launched in North America with fantastic results in all 45 venues!
Contac and Nettwerk Records developed a direct marketing campaign for the multi-platinum recording artist’s concert goers.
The campaign offered tailored communication with each of her fans. Avril connected with the ticket holders in a personal and unique way with two products; a Tour Guide website (PURL™) and a Tour Booklet (Variable Data Printing).
The PURL™ was developed in three phases:
- Pre Purchase: Announcing the tour dates and allowing the fan club members to purchase before the general public by going to their PURL™.
- Post Purchase: Containing all the info they need for the event that they had purchased the ticket for. Each ticket holder in North America was sent a personalized Tour Guide website that was dynamically interactive, allowing ticket holders to navigate through show times, seating charts, step by step driving directions to their specific venue, information on nearby restaurants, hotels and local transport. Ticket goers were also offered the opportunity to purchase Avril Lavigne merchandise online.
- Post Event: Users were able to access all of the images that were taken during their evening’s performance and could then create an individualized photo album, order it via their PURL and create personalized postcards with Avril images.
The Tour Guide website extends to a personalized Tour Booklet that is sent to each ticket holder in North America. Contents of the Tour Booklet are fully variable and unique for all 45 dates on the tour, complete with commemorative ticket, stickers, postcard, bracelet, and magnet - all printed on-demand and distributed by Contac.
"The personalized Avril Lavigne concert guide was an enormous undertaking, the first of its kind in the music industry, and Contac's knowledgeable team provided support throughout the entire development process, ensuring we met deadlines while delivering a quality product to Avril fans."
– Nettwerk Music Group
