Three Years with Metallica: Our Fancards Journey Through the M72 Tour in North America
The M72 2025 North American Tour was more than just another run of shows—it was fifteen nights spread across the United States and Canada where Metallica once again redefined what it means to bring heavy music to the biggest stages.
And we had the privilege of connecting fans to the band in new, tangible ways, merging technology with passion and turning concerts into living, shareable experiences.
The band’s unique “in the round” setup placed fans at the very heart of the performance, surrounding the stage with a sea of energy and anticipation. For Fancards, this setting was the perfect canvas to deepen the bond between the band and its audience. Entering our third year of partnership with Metallica, our goal was clear: to transform concerts from fleeting memories into experiences that fans could carry with them long after the final note.
Two Ways to Connect
To achieve this, we designed two activations that lived both inside and outside the stadiums. At the pop-up shops set up in each host city, Fancards gave fans the chance to win ticket upgrades, turning anticipation into celebration even before the gates opened. Inside the stadiums, the stakes grew higher: scanning a Fancard could lead to a vinyl signed by all four members of Metallica, a tangible piece of history that carried the weight of the band’s legacy. These weren’t just contests; they were moments of possibility that made the journey to the show as exciting as the music itself.
The results of these activations told a story of extraordinary engagement. Across North America, 519,500 Fancards were distributed, and 274,180 were scanned. With an engagement rate of 52.78% and a conversion rate of 32.86%, the data revealed a community eager to participate. But the real impact went beyond the metrics.
In every city, we witnessed fans trading stories, lining up to scan their cards, and sharing the thrill of being part of something larger than themselves. Each scan represented a heartbeat, a moment where technology and emotion intertwined, turning a concert into a shared memory that stretched far beyond the walls of the stadium.
Looking Toward the Next Chapter
As the lights dimmed on the final North American show, our eyes turned toward the next horizon. On November 1, 2025, Metallica will bring the M72 Tour to Australia and New Zealand for six highly anticipated dates. We will be there once again, ready to introduce new features that will push fan engagement even further—though the details remain under wraps for now.
What we can say is this: the journey continues, and with it our commitment to creating experiences that honor the passion of fans and amplify the power of live music. The M72 Tour has reminded us that concerts are not only about what happens on stage—they are about every connection made along the way.
This isn’t just about winning. It’s about belonging. By owning a band Fancard, fans step into a new kind of relationship with the band—one where loyalty gets recognized, and engagement gets rewarded.
