Benji & Fede: engaging fans during the band comeback on stage

For the first and only Italian date of 2024, the popular music duo Benji & Fede performed at the Unipol Forum in Assago, an event that brought together hundreds of passionate fans. It was an opportunity to not only enjoy a live performance but also to explore new ways of engaging with audiences on a deeper level. In this context, we had the pleasure of collaborating with the band to profile and interact with the fans present at the concert, offering them a truly immersive experience.

At the heart of this initiative was the use of our Fancards, a tool designed to bridge the physical and digital realms. The process was simple yet effective: the cards were handed out in person to concertgoers, providing them with a tangible connection to the event. However, the real magic happened when the fans scanned the QR code on the card. This action unlocked a dedicated online space where users could participate in an interactive experience, offering them the chance to win exclusive prizes and engage with content created specifically for the event.

One of the major attractions of the night was the opportunity for lucky winners to secure a backstage pass to meet Benji & Fede after the concert—a highly coveted prize that added an extra layer of excitement to the evening.

The results of this engagement strategy were impressive and underscored the power of combining physical and digital touchpoints in fan interactions. Over 7,000 Fancards were distributed during the event, and the engagement rates were remarkable. The interaction rate—measuring how many fans scanned the QR code and participated in the digital experience—stood at a staggering 92.4%. This high level of engagement is a testament to the effectiveness of the Fancards in sparking curiosity and participation.

Perhaps the most impressive metric, however, was the conversion rate, which reached 67.75%. This figure represents the percentage of fans who not only engaged with the content but also took action—whether by entering the competition, sharing their experiences, or engaging further with the band’s content. A conversion rate of nearly 70% is an outstanding result, particularly in the entertainment and live events industry, where achieving such engagement from a large, diverse audience is often a significant challenge.

This initiative also marked our first foray into fan engagement in Italy, a milestone that demonstrates the growing potential of using innovative digital solutions to deepen the connection between artists and their audiences. The success of the project highlights the increasing demand for personalized, interactive experiences that allow fans to feel more connected to their favorite artists, even beyond the confines of the concert stage.

As the live music industry continues to evolve, it’s becoming increasingly important for managers and artists to truly understand their fanbase—what excites them, what motivates them, and how to offer them more than just a performance. With this project, we’ve not only gathered valuable insights into fan behavior but also proven that the digital experience can play a pivotal role in enhancing live events and creating lasting memories for fans.

If you are the manager of a national band and still find yourself unsure about the true nature of your fanbase, this kind of data and engagement approach could be a game-changer. By embracing tools like Fancards, you can gain deeper insights into your audience and create meaningful experiences that go beyond the traditional concert experience.