Like last year, the 2011 UMBowl II featured not only the S2 interactive experience, but three additional quarters of crowdsourced themes. The first quarter utilized real time voting with a “choose-your-own-adventure” like experience which challenged fans to react to multiple choices available on the venue’s projection screens. A couple weeks before the show we received from UM’s Kevin Browning (@SoundCaresser) a link to a survey (PDF Link) which allowed them to select different combinations of the band to compete in the “special teams” third quarter, featuring a variety of groupings of bandmates chosen by the ballot. The fourth quarter was “all request” which was also based on the fan generated survey and to help with the decision the band posted a “Listening page” on their blog with samples of the choices.
“As more fans arrive at concert venues with mobile phones in hand, live audience interaction is increasingly popular,” said Tonya Onufer, marketing and communications manager at the text messaging tech company Mozes (@mozesinc). “Mozes enables Umphrey’s to push the limits of the live concert experience and redefine what it means to connect with fans by giving them more control of the music during their concerts,” Onufer said.
[Photo Courtesy of Mozes]
UM also utilizes Mozes for a “text club” that sometimes features special deals like a meet and greet at Summer Camp 2010. The company is working on a mobile commerce initiative for the band. “Musical artists have been recording and selling copies of their performances online for years, but many fans wouldn’t know how to go about finding the recordings after they’ve left the show,” said Onufer, “mobile technology makes this a real-time experience.”
There seemed to be no difficulty for fans to text choices during the first quarter, although some mentioned they’d like simpler choices, like “1, 2, or 3” to help out with the process. A fairly short setbreak by UM standards gave fans a chance to recharge, hydrate, and discuss what they’d just taken part in.
UMBowl attendee, Chris Aipperspach (@gentlemanmasher) was pleased with the band’s first quarter performance. “I thought it was a cool experience to be part of every song that was coming up next,” Aipperspach said.
[“Waful Meets Disco Ball” Photo by Brian Spady]
Watching the crowd, it seemed about half of the fans were engaged in the interactive portion, their faces aglow in the light of their electronic devices. The data shows that the median of participation hovered around 50% – on par with the average U.S. presidential election. Prior to the show fans took to twitter engage in #umphreys conversation, debating choices, trying to influence others’ opinions and in general interacting about UMBowl, rooting on their favorites like fervent sports fans. Treating UMBowl like a sporting event, the stage was set for competitive human nature to kick in and induce rivalries as fans pulled for their desired choices.
“This is amazing,” Steve Elder of Grand Rapids, Mich. said. “As a lacrosse coach I’m always trying to deal with different types of learners. UM’s hitting us visually, aurally, and even showing us how to participate in this process.”
For the S2 second quarter UM made use of talk-back mics, hand signals and the kind of sixth sense that comes from playing together over 100 nights a year. They’re also tuned into the same monitors that the audience is seeing, so they’re aware of what the crowd is reading and doing (including live SMS voting responses) at any time. Combining the band’s skill at jamming with the framework of the audience’s own ideas, a deeply personal and inspiring set was composed. The second quarter’s engagement percentages were in line with the first, with 58% of the audience participating.
[Photo by Abby Fox]
The third quarter had been determined by just one final question on the ballots we received, “What configuration would you most like to see in Quarter 3?” This is exactly the type of application in which this distributed experiment is well suited for, and a huge point to be made for those involved in data-mining, tabulating, and delving into this data. The results were downright stunning, and the reasons for giving fans the choice were proven in the success of the quarter. The fans were completely thrilled with the implementation, and it showed on their faces at the end of the quarter.
One of the most hotly debated topics on Twitter, Facebook and message boards were the various choices of material up for play in the fourth quarter. The resulting all request quarter immediately delivered closer insights into the fanbase’s deepest desires. Rarely are fans given a behind-the-scenes look or the opportunity to see ahead of time what a band was thinking about playing, let alone have time to weigh the options and chime in with opinions in realtime. Reaching out to their fans as stakeholders to provide input is a valiant and increasingly important step in building a brand rapport and getting into the minds and wallets of their devotees. This could be the concert of the future, in which the fan’s opinion wasn’t just asked for, but valued, validated and immediately implemented. The band didn’t come up with the “popular vote” but they successfully brought it to a rock concert.
[Photo by Erin Slayter]
As we rush headlong into an ever more connected society, the preponderance of technology is increasingly inescapable. As entertainment continues to bridge gaps we’re sure to see the growth of more hybrid events anywhere that an entertainment dollar is at stake. For bands like Umphrey’s McGee that are already involved in creating interactive experiences, there will surely be no shortage of those willing to attend and participate in them.
Kevin Browning, who produced the event for Umphrey’s, was kind enough to provide data showing engagement statistics from the “Choose Your Own Adventure” quarter…
1. Intro Improv vs. JaJunk (1st Half) vs. Tinkle’s: 350 total votes
2. In the Kitchen (with spanish lyrics) vs. Rocker Part II: 442 total votes
3. Bonafide Lovin’ vs. Booth Love vs. Bright Lights, Big City: 474 total votes
(Side note – here’s where the competition gets going – Bright Lights was at one time tied with Bonafide but in the end Bonafide pulled ahead leaving Bright Lights fans shut out!)
4. Tool-esque prog metal vs. Daft-punk-esque dance jam vs. James Brown Funk: 505 total votes
5. 378 votes
6. Q-bert vs. Pop Tart vs. Finish “All in Time” from UM Bowl 1: 429 total votes
7. Plunger vs. Bright Lights vs. Plunger: 488 votes
[Photo by Benjamin Slayter]
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