DEF LEPPARD GETS INTERACTIVE FOR SUMMER TOUR
June 9, 2009
Michael D. Ayers of Billboard.com reports that fans heading out to see Def Leppard this summer should make sure their phones are charged. Specifically, those fans who own phones with Bluetooth capabilities or phones that can connect to a Wi-Fi spot will have the chance to download a host of unique Def Leppard content at each tour stop. The seminal British heavy metal act has teamed up with Ace Marketing & Promotions for “Rockzimity,” a mobile experience where fans in attendance will be able to download select Def Leppard album art wallpaper, voice tones, and video clips.
Fans will not be charged any data or minute usage for the service. In 2008, Def Leppard test drove delivering their fans content via “Rockzimity” at an August 23 show at Detroit’s Joe Louis Arena. Ace Marketing reported that “over 1,648 devices” were utilized, which they figured was 18% of the entire audience.
As previously reported, Def Leppard is embarking on a 40 date tour starting June 23 in Camden, New Jersey. Cheap Trick and Poison will joining them on the road. In an interview with Billboard.com, lead singer Joe Elliott said “We’re going out with three bands, which limits’ the amount of time we can play to about 90 minutes. When you do your greatest hits and some new material or extra stuff you might throw in, you have got to push and shove and clamp down. No big long speeches from moi. You have to do the AC/DC thing and just bang through everything.”
Def Leppard also recently announced another new medium to which they’d be interacting with fans this summer: YouTube. Via the band’s website they’re challenging fans to submit their best videos of classic Def Leppard tunes- lip-synched, of course. Winners will receive two concert tickets and backstage passes to meet the band.
In related news, Def Leppard is scheduled to appear on the 2009 CMT Awards on June 16. Recent collaborations with Taylor Swift and Tim McGraw have brought the legendary rockers into the country music spotlight with three nominations for this year’s awards. Deluxe editions of “Pyromania” and “Adrenalize” are due on June 23 as well.