Twenty One Pilots How Twenty One Pilots’ Takeøver Tour created virtual-physical harmony
In September 2021, rock band Twenty One Pilots became the latest act to perform a pre-taped set in gaming platform Roblox as avatars (following Lil Nas X in 2020). Billed as the kick-off to the band’s in-person Takeøver Tour, promoting their album Scaled & Icy, the weekend event included a pre-show premiere performance, and replays on the hour for two subsequent days.
Notably, the event engaged fans – not just during the premiere performance, but before and after it as well. To build anticipation, a virtual pre-concert venue opened in Roblox nine days before the premiere, where fans could complete themed quests, watch behind-the-scenes footage, and choose from 30 exclusive virtual merchandise items to purchase. The band additionally formed partnerships to add Twenty One Pilots-themed quests to the three biggest games on Roblox, including portals that led players into the virtual venue. During the performances, fans voted on the order of songs in real-time, which increased engagement, created scarcity, and encouraged replay. Each song transported fans to a new, otherworldly setting inspired by the lyrics, with Easter egg-style nods and surprises for superfans. The virtual venue remained open throughout the weekend, and the band members themselves (as avatars) even dropped by – a simple way to directly connect with fans that would require much more planning in real life, from travel arrangements to security personnel, and coronavirus-related safety measures. The experience attracted over 12.5 million visits, and for fans seeking more, the in-person tour had just begun.
Using these tactics, the band extended an event’s lifespan, drove engagement, and perfectly complemented their physical tour, serving fans whom the tour could not reach. While the physical tour covers eight countries, the virtual event served attendees in more than 160, nearly 70% of whom were outside of the U.S., according to Roblox. Finally, the event highlights how artists can use the virtual realm to enhance creativity and build a narrative. Twenty One Pilots are known for creating lore and puzzles for fans to solve, such as anchoring their music in the invented city of Dema and its fictional cast of characters. A virtual concert in a gaming platform allowed the band to bring their most imaginative ideas to life, to the delight of fans.
Roles
This report is relevant to the following roles:
Business Strategy