On Tuesday, I went off to the Swedish Beers night, a mobile networking event. Douglas from Sponge ws talking about mobile groups and marketing. The group Jane’s Addiction were given mobiles on a tour; fans were encouraged to sign up for a text group and the band sent updates tot he group whilst on the tour. As well as general updates, they also used it for a form of flash-mobbing. After playing at Brixton Academy, the band announced a back of the theartre, post-gig acoustic set, and also announced a Covent Garden busking concert, which lasted til the police moved them on. This is a geat example of engagement with fans.
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