CNNMOney.com is reporting:

Ace Marketing & Promotions Inc. announced a partnership with DEF LEPPARD to support their next tour with Proximity Marketing Bluetooth and Wi-fi content delivery system, bringing a sponsor-centric and interactive media component to this dynamic show. During the band's past summer Sparkle Tour, Def Leppard explored possibilities during their live events by piloting this technology, which is quickly becoming recognized in music as Rockzimity a play of words from Ace Marketing's flagship brand Proximity Marketing.

Def Leppard kicked off the pilot last year at the Joe Louis Arena in Detroit where a couple of lucky fans won a trip backstage to meet the band in the Sparkle Lounge, a band exclusive area where many of the Def Leppard hits were born, and many fans won Sparkle Lounge T-shirts when receiving a You've Won coupon directly on their mobile device. "The results and fan response was fantastic," stated Rick Allen, drummer for Def Leppard. Allen went on to say, "Having our music and show elements made portable, as a FREE added value fan experience, that can then be legally shared with friends and family, is a solid fit for us. We look forward to the possibilities." The process to receive the content is simple: the fan enables their Bluetooth Visibility prior to coming to the event, seeking relevant content. Immediately, enabled mobile devices are detected by the Proximity Marketing(SM) unit and the user is presented with the message "Would you like to receive a FREE video from Def Leppard?" Upon accepting the message, the content upload process is initiated and the content is stored on the fan's mobile device. For Wi-fi enabled devices users simply connect to the localized zone that is created by the technology.

Building awareness around the availability of the content will become routine as the band will record Call To Action messages that are played in venue, between sets, requesting that fans "Enable Their Visibility" to participate in this promotional event. "We are learning that this is what fans expect to see when coming to a show. They come with their visibility enabled, expecting to receive something relevant, something engaging," stated Michael Trepeta, President for Ace Marketing & Promotions Inc.

"Fans will know which areas of the venue are zones where they can receive media, discounts and promotional prizes. It's quickly becoming a part of the entertainment culture. The fan acceptance tells the tale with engagement rates that have exceeded 90 percent. We couldn't be doing this with a more forward-thinking band than Def Leppard," stated Matt Gaines, CMO for Ace Marketing & Promotions Inc.