Seminal rock band Def Leppard are making full use of online mobile technology to offer fans at their forthcoming US dates a 'unique' mobile experience.
Those with Bluetooth or Wi-Fi enabled phones will be able to download a host of unique Def Leppard content at each gig, including art wallpaper, voice tones and video clips.
The service, dubbed 'Rockzimity', is completely free and has been created in collaboration with a company called Ace Marketing & Promotions. It was first tested at the Detroit date of the band's 2008 US tour, when over 18 per cent of the audience were reported to have used Rockzimity.
The band are clearly keen to exploit all online marketing options. They have recently embraced the potential of social media by inviting fans to submit lip-synched versions of classic Def Leppard tunes via YouTube on the band's website. Winners will receive two concert tickets and backstage passes to meet the band.
Def Leppard's 40-date US tour kicks off at Camden, New Jersey on 23 June.