Def Leppard, that ‘80s pomp metal band that won’t go away, have started a strategic partnership with mobile marketing firm Ace Marketing & Promotions Inc. (AMKT) to provide subscribers with Bluetooth and Wi-Fi content.
As of the group's August 23 concert in Detroit, MI at the Joe Louis Arena, Def Leppard will introduce their "Rockzimity Marketing," a Bluetooth and Wi-Fi proprietary marketing technology they say will “power the delivery of exclusive content direct to the fans of Def Leppard, via Bluetooth- and Wi-Fi-enabled ‘hot spots’ at the show.”
How does it work? Well, Def Leppard fans will be "Welcomed to the Sparkle Lounge" upon walking through the main entrance of the arena. They also can get a message that enables them to "Win A Trip To The Sparkle Lounge" after the show. Plus, fans will receive select discounts on merchandise adding a third layer of value for the Def Leppard fan.
"You have to differentiate your music in today's industry and how you introduce things to your audience,” says lead singer Joe Elliott. “This is the direction for the future of the way fans connect with artists, it also adds another dimension to our live performance by getting the fans involved from the moment they walk though the door — literally."
Rockzimity Marketing will be activated at key hot spot locations in and around the arena. Signs will direct fans to enable their Bluetooth or Wifi signal on their mobile device, and once they are visible to the zone, fans will receive a message from the band. Upon accepting the message, fans will instantly begin receiving exclusive content from Def Leppard. There will be no cost to a fan, data charges or minutes of service incurred for content.
"We are proud to partner with Def Leppard on this ground-breaking initiative,” added Matt Gaines, Sr. Vice President of Marketing for Ace Marketing & Promotions. “We love firsts. This is a first for Rock music and a first for the fans of Def Leppard. It doesn't get any better than this. So come to the show with your Bluetooth visibility enabled, and experience 'Rockzimity,' you could win a trip after the show to meet Def Leppard in 'The Sparkle Lounge.'"
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