Matchbox Twenty, currently on tour, is deploying a dizzying array of digital tools to reach their fans, from augmented reality to QR codes pasted on the backs of T-shirts. The latest addition to the band’s marketing toolbox is geofencing, the ability to sense where concert-goers are within the venue.
The geo-fenced-triggered messages pop up on mobile devices that have the band’s app, provided that notifications are enabled. For now, the technology can only sense whether the device is within in the venue. The goal with the next app update is to refine that location further to, say, help people locate their seats or flash a discount if it senses that the person is at the merchandise table.
Most of the band’s digital outreach occurs through its free app, available for iOS and Android devices. The app is developed by Mobile Roadie, with technology integrations from Daqrui (augmented reality), Sliptu (social aggregation) and Crowdzilla (geofencing messages).
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