Verticals
Case Studies - Sports & Entertainment
Avril Lavigne
Avril's 2008 Best Damn Tour marketing campaign was just recently 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 Avril Lavigne’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 have purchased the ticket for. Each ticket holder in North America was sent a personalized Tour Guide website that is a 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 also get the opportunity to purchase Avril Lavigne merchandise online.
- Post Event: Info on the events and updates after the concert, users can access all the images that were taken from Avril that night and they can personalized a photo album, order it via their PURL and personalize postcards with Avril images.
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 unique for all 45 dates on the tour, and are a fully variable colour concert tour booklet, complete with commemorative ticket, stickers, postcard, bracelet, and magnet - all printed on-demand and distributed by Contac.
