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GEO-FENCED VR PREMIERE ACTIVATION
Giving festival audiences exclusive access to the “Dehumanized” music video while converting live fan interest into a direct audience relationship.
Across 12 European festivals in summer 2026, RCA / Sony Records and Certifi created a geo-fenced fan activation around Bring Me The Horizon’s “Dehumanized” music video. Fans scanned an on-site QR code and completed a mobile sign-up journey, joining the band’s mailing list. At each festival, the first 20 eligible fans received a digital AR collectible and Wallet Pass containing a unique QR code. Certifi staff scanned and redeemed the pass to grant access to an on-site VR booth, where winners could watch the new video through a headset.
Mechanics of the Activation
On-Site QR Discovery:
Fans scanned QR codes at each festival to enter a mobile-first journey connected to the “Dehumanized” campaign.
Geo-Fenced Participation:
The activation operated within each festival site, tying participation to fans who were physically present at the event.
First-20 Reward Access:
At each festival, the first 20 eligible fans to scan and complete the sign-up journey unlocked the limited experience.
AR Collectible and Wallet Pass:
Successful fans received a digital AR collectible and a Wallet Pass containing a unique QR code linked to their access.
Staff-Verified Redemption:
Certifi staff used the Certifi scanning app to validate and redeem each Wallet Pass before admitting the fan to the booth.
VR Music Video Experience:
Winners entered the fan booth and watched the “Dehumanized” music video through a VR headset, turning the release campaign into an exclusive festival moment.
Results of the Activation
15,000+ fan sign-ups joined Bring Me The Horizon’s mailing list across the campaign.
94% opt-in conversion rate from QR scan to completed sign-up.
The activation ran successfully across 12 European festivals during summer 2026.
20 fans per festival received access to the limited AR collectible, Wallet Pass and VR viewing experience.
Geo-fenced participation connected the digital journey directly to fans attending each festival.
By combining geo-fenced discovery, first-party sign-up, digital collectibles, Wallet Pass redemption and an exclusive VR viewing, RCA / Sony Records and Certifi gave fans a compelling reason to engage on site. For Bring Me The Horizon, the campaign converted festival interest into more than 15,000 direct audience relationships. For Certifi, it demonstrated how a scarce premium reward can sit at the centre of a high-conversion data-capture journey delivered consistently across multiple live events.