Yahoo and Qwest Communications International turn music fans into “human coupons” as part of a nine-city concert tour through mid-October.
Qwest, Denver, gets signage at all concerts as sponsor of Yahoo’s Launch Concert Series targeting teens and young adults. The human coupon overlay runs in Denver and Tempe, AZ, where street teams hand out free T-shirts at teen hangouts. Each T-shirt carries a bar code that street teams scan to see if the wearer wins a prize—including launch tickets, backstage passes, and CDs of headliner band The Starting Line.
Santa Monica, CA-based Yahoo also created a micro-site for Qwest dubbed Highway Q, where a “Digital Digs” sweeps gives away a home music/movie studio; a Qwest-branded video player lets visitors watch streaming video of concerts.
Twelve- to 19-year-olds account for more than 20% of the population in Qwest’s 14-state territory (mostly in the Midwest and West).