• by OMMA Magazine Writers , August 22, 2011

Generating an emotional connection with fans, the iconic rock group KISS ran a digital campaign with Eventful to create a user-generated tour across America. It gave more than 425,000 fans the opportunity to give 22 unsigned bands out of the thousands that entered a chance to open for KISS. About 25 percent of fans shared the campaign through social networks, resulting in 105 million social media impressions. Online ad and rich-media impressions reached 24 million, as well as the 4 million emails that were sent, resulting in an additional $200,000 in ticket sales. One band from each of the 22 local markets across the U.S. played at a KISS show.