What About Now is Bon Jovi’s augmented reality app. Using the band’s existing app, we premiered exclusive content within the app that had AR functionality.
Results:
Over 483,000 app installs. Bon Jovi began messaging to fans, starting in December 2012, that their official app was going to be a key part of the What About Now album campaign. This first message resulted in 55,000 new app installs for the month.
Throughout the campaign leading into album release in March, all new album content debuted within the app – including song titles, lyrics, exclusive interviews with Jon Bon Jovi, and the premiere of four original ‘Because We Can’ videos, all which appeared when the app was triggered by the album artwork via AR. Prior to the push there were 150K downloads of this app which launched in 2010.
Key learnings:
117k unique visitors when first piece of content launched.
90k app subscribers 30% conversion rate to sales during timeframe.
Utilising new technology with a rabid fanbase that may not normally be digitally connected created excitement leading into the record release.
Project Budget
Demographics
