Matchbox 20 Uses Geo-Fencing Technology to Track Concert Attendees…

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Geo-fencing is a technology that uses GPS to define geographical boundaries and allow users to receive notifications when inside or outside the determined area.  The latest mobile devices utilize the technology to help remind users of tasks that need to be completed, or alert them when their device is outside of the geo-fence perimeter.  It is also useful for child services, animal control, and numerous other applications.

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Matchbox 20 is the first to use geo-fencing in a concert environment.

“It’s a great way to get information to people without being uber-intrusive but also remind people what they can do to be an interactive part of the show.”

Nick Lippman, vice president of Lippman Entertainment. 

For those who have Matchbox 20’s app on their iOS and Android devices, geo-fencing can only sense whether or not you’re in the venue (and alert you accordingly).  However, future plans include the use of pop-up messaging to guide concertgoers towards their seats, alerts of promotions and discounted merchandise, and other time- and location-sensitive up-sells.

A slew of retailers have been testing the waters by incorporating geo-fencing into their marketing strategy (by tracking customers’ whereabouts throughout the store and collecting data on consumer habits, for example).  The music industry now seems to be gingerly jumping on board, as well.

9 Responses

  1. Pete

    I would really be interested in exploring the uses of this in a festival setting.

    • GGG

      9:30pm: Hello Pete. I see you are going to the bathroom. Why don’t you buy some merch on the way back to your seat?

      11:01pm: Hi Pete. I noticed you haven’t bought a souvenir t-shirt yet. Why don’t you stop buy the merch kiosk on your way out of the venue?

      11:30pm: Hello again, Pete. I noticed you are halfway home and did not buy anything at our show. That’s ok, you can always go to and order a hat and poster. Here is a 5% coupon.

      1:27am: Sorry to wake you Pete, but you still have not bought any merchandise from the show you just attended. I thought as a fan you would like to support the band…

      3:04am: Don’t ignore me, Pete. I know where you live. I think your wife and children would look great in our women’s and kids sized 100% cotten tour tees. I highly suggest you buy these tshirts…

      • Dry Roasted

        3:30 am: Pete, we noticed your are in the bedroom area of the woman you attended the show with who is not your wife. Should we purchase her a Matchbox 20 t-shirt in medium and deliver it to the apartment you are renting her?

        • Awesomeness

          I normally just troll here, but I had to LMAO.

          The notification engine could be programmed to limit communications to individual device ids. I would think venues would be all over trying to utilize this technology to drive concession sales. One could imagine one-off uses to help sell underselling shows.

      • Marmuro

        Nothing positive to say, ever… you’re the typical pothead that bitters when a new idea (brilliant or not) thinks “oh yeah, that occured to me before…” but actually did nothing about it. Frustrated entrepreneur, frustrated musician…

        • Fliptu

          I think it’s important to note that the fan voluntarily downloads the app and agrees to receive the notifications. Additionally, most, if not all apps with a geofencing feature have an opt out mechanism in place.

        • GGG

          What the fuck are you talking about? I was making a joke, jesus.

          And for the record, I seem to be one of the few people on this site (at least that comments with you clowns) that actually embraces new ideas and evolving tech instead of wallowing in tears because people won’t spend $18 bucks on a CD anymore.

          Furthermore, every article on here is about how Spotify or Pandora or this person sucks. And I’m the negative one?

  2. Jeff

    Matchbox 20 is NOT “the first to use geo-fencing in a concert environment” as you claim in this post. Brooklyn-based rock group Shinobi Ninja utilized this technology over three years ago, allowing fans to unlock the full version of the band’s side-scrolling beat ’em up iPhone/iPad/iPod game “Shinobi Ninja Attacks!” when fans checked in at one of their shows via the app.
    Just saying. Give credit where credit is due.