urMusic is a multifaceted music brand and an online destination that Rogers mobile subscribers can visit to buy concert tickets, digital music, ringtones and ringbacks.
When k-os (Canadian rapper, singer, songwriter and record producer Kevin Brereton) and urMusic announced the concerts would be pay-what-you-can, with entry on a first-come-first-served basis, it was obvious that the lines to get in would be longer than usual, so The Hive worked with Rogers to offer its subscribers a way to avoid the delay and go straight inside.
Prior to the shows, Rogers Wireless subscribers simply use their cell phones (or go to www.facebook.com/urmusic) to access the Wireless Box Office service, reserve their tickets and receive them digitally in the form of a text message. When they arrive at the venue, they can go directly to the Wireless Box Office VIP entrance, show the ticket on their handset and enter the concert without delay.
The Hive also developed the campaign’s creative elements, including the urMusic Facebook page, Facebook ads, print ads and event signage. It also provided brand teams to interact with concert-goers at the shows.
“One of the most interesting things we did was to employ a team of writers to surf k-os fan pages and blogs to engage his fans in conversations about the tour and direct them to k-os content and tickets available on the urMusic Facebook page,” says Sabaa Quao, vice-president emerging platforms at The Hive.
In addition, working with presenter urMusic, Rogers pays the ticketing service fee.