Verticals
Case Studies - Sports & Entertainment
Kaiser Chiefs
The Kaiser Chiefs had a two day event at Elland Road Football stadium in Leeds, UK and wanted to provide personalized communication to each of the band’s fan members, and create an experience for all concert goers. An opportunity was also provided to assist in additional revenue from Hotel and Entertainment industry through advertising in the campaign.
Contac inspired creative concepts to develop a Concert Guide website (PURL™) and a Ticket Booklet (Variable Data Printing) to target each each ticket holder.
Our creative team developed a PURL™ or a personalised Concert Guide for every Kaiser Chiefs ticketholder. The concert guide includes the band’s personal video message, ticket and seating information, venue information and an opportunity to purchase merchandise prior to the concert. If there is a group going who want to plan their event further, they can book a restaurant or accommodation close to the venue.
Creating the concert guide allows concert goers to create an experience before the actual event. The event itself is the concert, the experience of build up around the event through personalisation and opportunity adds value to the consumer.
To complement the PURL™ each ticket holder receives their own personalized Ticket booklet containing a commemorative ticket.
The Impact is Kaiser Chiefs are communicating on a personal level with each of their fans and creating an experience from pre purchase to purchase to post purchase of the event. The personalised video and messages in the PURL™ and the ticket booklet is specifically designed for this campaign. The opportunity of special deals from number of hotels, restaurants, and bars in the area allows their fans to pan the concert day, and buy their merchandise prior to the concert. Overall the personal experience concert goers receive is to the next level of personalisation and online activity has increased.
