Case Studies

Avril's 2008 Best Damn Tour

Explore

Multi-platinum recording artist Avril Lavigne embarked on a 45 city tour – The Best Damn Tour – in early 2008. Looking to engage concert goers in a unique and innovative way, Avril's record label Nettwerk Records turned to Contac.

Inspire

Contac and Nettwerk Records developed a direct marketing campaign that offered customized communication tailored to each of her fans. Avril connected with ticket holders in a personal and unique way with two products: personalized Tour Guide websites and Tour Booklets.

Execute

The Tour Guide PURL gave each ticket holder in North America access to their own customized website with information on show times, seating charts, driving directions to the concert venue, information on nearby restaurants, hotel and local transportation. Concert goers were also invited to purchase merchandise online and access photos taken at the concert. The Tour Booklet was fully variable, complete with commemorative stickers, postcards, a bracelet and a magnet.

Avril's Best Damn Tour marketing campaign was launched in North America with fantastic results in all 45 venues.

 

"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