SOURCE: Mass Relevance

Mass Relevance

April 18, 2011 15:00 ET

Katy Perry Debuts Tweet-to-Screen for California Dreams 2011 Tour

Now, for the First Time Ever in the Music Touring Industry, Fan Tweets Will Appear on the Big Screen to Greet Concert Goers and Feed the Pre-Show Frenzy of Excitement and Anticipation

AUSTIN, TX--(Marketwire - Apr 18, 2011) - Social curation start-up Mass Relevance today announced that it is powering "Tweet-to-Screen" for global pop sensation Katy Perry's California Dreams 2011 Tour. Now, for the first time ever, concert goers will be welcomed to each show by giant on-stage screens that display live fan pictures and tweets from the event, giving everyone in the audience the chance to share their thoughts, excitement and anticipation before Katy appears on stage. Katy will get the tweets started by tweeting the hashtag for each show the day of the event. A mini-version of Tweet-to-Screen will also appear on Katy Perry's tour website,, to allow any fan anywhere in the world to participate in the excitement.

"Katy wanted to make the California Dreams Tour as interactive as possible, for both the concert-going fans as well as the fans following online," says Ngoc Hoang of Direct Management Group. "After meeting with Mass Relevance, we knew immediately they would be the perfect team to help us take the venue experience outside of the arena. It's been exciting to see the thousands of Tweets pour in and watch each show become a Trending Topic within minutes of doors opening."

"This is a really exciting partnership between Katy Perry, Twitter and Mass Relevance that showcases the future of real-time audience participation," said Sam Decker, CEO of Mass Relevance. "This is the beginning of offline, online, fan and audience integration that creates a more engaging experience at the show. It also encourages fans to tweet and enables fans at home to see the excitement about the show, getting others even more excited about Katy and seeing her concert."

How It Works:
Every upcoming Katy Perry show in the California Dreams 2011 Tour will have its own dedicated hashtag, which Katy will tweet the day of each show. Fans in the audience and around the world can include the hashtag in any of their Katy-specific tweets in order to have them appear on-screen at the event. Tweets will be aggregated and moderated by Mass Relevance to appear on two huge screens, dubbed Tweet-to-Screen, at each side of the stage. Tweets will appear on Tweet-To-Screen against a branded background that matches the tour site, and will highlight both the profile picture of the tweeter and their tweet. Each tweet runs through Mass Relevance's technology and hand moderation in seconds to ensure that the content is as close to real-time as possible.

"Mass Relevance provides a flexible, robust platform to facilitate large-scale, real-time interactions in a relevant, moderated way," Decker continued. "Through Mass Relevance, Katy can turn her wish to communicate, connect and share with fans into reality -- and do something that is unique in the music business. This is a strong example of an innovative new approach that uses real-time social content to drive engagement and excitement. And on a personal note, I got my daughter excited about what our company does!"

Launched in December 2010, Mass Relevance has powered successful integrated Twitter strategies for the 2011 Golden Globes, the 2011 Oscars and's March Madness Tournament of Tweets, among others.

About Mass Relevance
Based in Austin, Texas, Mass Relevance enables entertainment, media, retail, and manufacturing brands to drive real-time engagement through social curation. The company provides a flexible, robust platform to facilitate audience and consumer interactions in a relevant, moderated way that is proven to deliver measurable results. Brands using Mass Relevance include RIM, NBC Sports, Xbox 360, Samsung, Cisco, National Instruments, and Golden Globe Awards.

The company is privately held with venture capital funding. For more information, please visit the company's website at

Contact Information

  • For more information contact:
    Mickey Nelson
    Mass Relevance
    Email Contact