Over the past two weeks, City and Colour fans at sold-out stadium shows in Toronto, Edmonton, and Calgary got a taste of the future as Volu.me, Dine Alone Records, and City and Colour deployed a music-industry first usage of iBeacons in a stadium tour setting.
Upon arriving at the night’s venue, fans were instructed to install the free official “City and Colour Live” mobile app by visiting http://Volu.me/CityAndColour on their iPhone or Android device.
While the official app serves full-time as a means for fans worldwide to stay up to date on City and Colour, the app really comes-to-life when a fan happens to be at a City and Colour show where iBeacons have been deployed.
On concert night, as fans move around the venue, with the app installed and Bluetooth enabled, they automatically get the chance to win real things based on where they are in the venue and when.
So a fan who’s sitting in the worst possible seats 20 minutes before City and Colour, might get an alert through the official app that they’ve just been upgraded to seats in the front row. Another fan walking through the lobby, on the main floor, might at the same time win a signed poster or merch. Prizes and upgrades are made available to fans immediately.
In the case of City and Colour fans in Toronto, Edmonton, and Calgary, fans won everything from upgraded seating, and private box access, to signed posters and merchandise. One lucky fan at each night even went home with a guitar signed by Dallas Green himself.
Walking away with their loot in-hand, only minutes after they were notified in-app that they had just won, many fans broke down into tears trying to process what had just happened. Fans were quick to take to Twitter and Facebook to brag about their new-found winnings.
At the core of this pilot campaign is the Volu.me platform, which enables musicians to create engaging iPhone, Android and BlackBerry apps for fans. Leveraging Volu.me’s built-in support for iBeacon and Bluetooth Low Energy technology, musicians can now, for the first time, interact and engage with fans based on where the fan is within a venue. Toronto, Edmonton, and Calgary’s pilot deployments were just a taste of what’s to come for fans at live music concerts based on the technology.
Our beacons deployed in Toronto, Edmonton and Calgary were manufactured by Estimote, its wireless Bluetooth Low Energy beacons communicate with official Volu.me powered apps installed on a fans mobile device, as fans move around the venue on concert night.
Volu.me’s iBeacon experience will be rolled out with other touring artists in the coming weeks, enabling fans worldwide to join-in anytime an artist enables Volu.me and iBeacons at their concerts.