M72 World Tour Map

Follow the world’s biggest metal band with Google Maps
Client
Google / Metallica
Project
Google Map world tour companion app

Metallica pulled out all of the stops for its 72 Seasons world tour, playing 2 shows in each city they visit as well as putting on events, screenings and shining a spotlight on smaller bands with support gigs in multiple venues. With so much happening in a single weekend, they needed a way for fans to be able to keep track of the goings on. We designed and built a highly customised Google Map detailing all the events and even including special geo-located activations which you need to be physically on the ground to access.

Illustration

Utilising early access features in the Google Maps API such as the latest custom map markers, we were able to create a custom overlay for multiple events held in the same location, without creating a mess of pins on the map itself.

Geolocation

We were able to create experiences and rewards for the fans who travelled to certain activations and verify their location using geo-location before revealing the locked content to the user.

Creating an engaging fan experience

As well as the events themselves enhancing the fan experience across the weekend, we wanted the companion app itself to add to it as well. To achieve this, we created a Tour Journal, documenting iconic moments from the band’s history playing in that location.

Enhanced integrated features

Across the course of the campaign we developed additional innovative features to give more back to the fan. Our Spotify playlist generator has the user put in their starting location, the gig they are travelling to and by what mode of transport and they receive a Metallica playlist to cover the length of their journey!