Interactive Tickets On Robbie Williams Tour

Ticketmaster introduced the Collector Ticket, which can be scanned by the holder to access additional content.  

Balazs Mohai / MTI via AP – Robbie Williams
Sziget Festival, Budapest, Hungary

The product, which consists of a credit card-sized ticket on a lanyard, will be offered on Robbie Williams’ upcoming Heavy Entertainment Show Tour 2017 and cost fans £5.95 extra in addition to the standard fee.

It is scanned at the entrance like a regular ticket, but can also be scanned by the ticket holders themselves, albeit for a different purpose. Using Shazam’s visual recognition technology, fans can unlock “exclusive Robbie Williams content and offers.”

Sam Isles, VP of artist services at Ticketmaster International, said the Collector Ticket “represents a great way for fans to get closer to the artist and enjoy owning a concert ticket like never before.”