Tour Playbook | ATC Knowledge Base

Touring presents unique opportunities to connect with fans in person. ATC products can help you extend that connection beyond the concert venue and turn one-time attendees into long-term fans.

TapTickets: Reimagining the Concert Experience

TapTickets transform traditional concert tickets into collectible items that provide value before, during, and after the show.

Pre-Show Engagement

Content to Include

Exclusive pre-show playlists
Venue information and maps
Parking and transportation tips
VIP upgrade opportunities
Countdown to show content
Artist video message to ticket holders

During-Show Experience

At-Venue Features

Digital scavenger hunts around the venue
Exclusive merchandise discounts
Song request voting system
Photo filters branded for the specific show
Entry into real-time prize drawings

Post-Show Value

After the Concert

Access to show recordings (audio or video highlights)
Photo galleries from the event
Thank you message from the artist
Discount code for the next tour
Invitation to join fan community/mailing list
Certificate of attendance as digital collectible

Tour Merchandise Enhanced with TapCards

Transform standard tour merchandise into interactive experiences that keep fans engaged long after the show.

Strategy: TapCard Bundles with Merchandise

Implementation Ideas

Include a TapCard with every t-shirt purchase
Create special VIP merchandise packages with exclusive TapCards
Offer city-specific TapCards for each stop on the tour
Design merchandise that integrates the TapCard (e.g., a hoodie with the TapCard as part of the design)

TapCard Merchandise Content Ideas

City-specific playlist or song
Behind-the-scenes footage from that day's show
Exclusive tour diary entries
Digital meet-and-greet opportunities
Chance to win a backstage experience at a future show

Multi-City Tour Strategy

Create a comprehensive strategy that covers your entire tour and encourages fans to engage across multiple cities.

Collectible Series Across Cities

Design a series of TapCards specific to each city or region, encouraging fans to collect them all.

Strategy Implementation

Create unique artwork for each city's TapCard
Offer special content when fans collect multiple city cards
Include city-specific content that celebrates local culture and the artist's connection to it
Create social media challenges encouraging fans to show off their collections

Tour Journey Documentation

Use TapCards to document the journey of the tour, creating a narrative that unfolds across all shows.

Content Ideas

Tour diary entries that build on each other
Progressive behind-the-scenes documentary series
Fan spotlights from different cities
Evolution of performances as the tour progresses

Case Study: Successful Tour Integration

Electronic artist DJ SoundWave implemented TapTickets across their 25-city tour. Each ticket unlocked a local venue guide before the show, an exclusive remix during the show, and a 10-minute live recording after the event. The campaign resulted in:

95% of ticket holders accessing the digital content
3,500+ new fan club sign-ups
42% increase in merchandise sales at venues
Positive social media buzz with the #TapTourName hashtag trending in several cities

Post-Tour Engagement

The end of a tour doesn't mean the end of fan engagement. Use ATC products to maintain the connection.

Post-Tour Strategy

Release a tour compilation through existing TapCards
Update ticket TapCards with a complete tour documentary
Announce next projects or releases through TapCard updates
Create a digital tour photobook accessible only to TapCard holders
Run exclusive contests for the next tour's VIP experiences

Next Steps

Ready to implement these strategies for your next tour? Check out these resources:

Getting Started with ATC - Learn the basics of creating TapCards and TapTickets
Music Release Playbook - Combine your tour with album or single releases
Artist x Festival Playbook - Strategies for festival appearances