The winter of 2010 marked the year deTour took to social media to enhance artist-fan interaction and as an integrated marketing campaign to drive visitors.

deTour commissioned New Digital Noise to spearhead their social media campaign of integrating social networks, Facebook and Twitter, with their website.  Artists and fans were able to interact and share their musings in this public platform.  The social networks were a portal to the official website and provided the audience with event information and the latest news and updates.

Widgets on the official site were portals to social networks, Facebook and Twitter.  A Twitter widget regularly updated the site with live Tweets, while two Facebook widgets updated the Events page with Facebook comments for the respective event and vice versa.  A widget also tracked who “Liked” and “Joined” the page.

New Digital Noise also devised a Facebook application to link in with the main venue, Victoria Prison.  Fans were able to judge whether their friends were culpable of select indiscretions, ranging from love triangles to public crudities.

The event and their social network sites were exclusively promoted on Hot Media’s McDonald’s Channel.

The social network sites were extremely popular with fans and generated a fanbase of over 4500 Facebook fans during its one-month run.  Users found the Facebook Fan Page a consummate source of festival information and an ideal interactive platform.  Around 300 Fans adjudicated their Friends.