Pop band The Vamps have kicked off their UK tour with a mixed reality campaign developed by Landmrk.

On the day of each show throughout the 13-date tour, Landmrk’s Night & Day platform – named after one of the band’s albums – creates hotspots in the city or town the band are playing, allowing fans to access exclusive content and prizes.

On the day of the show, fans will be able to win prizes, including a place on the guest list, by visiting hotspots which they will be able to find through a The Vamps branded map on a dedicated website. People that visit the most hotspots in their town will win the best prizes but all fans that visit the hotspots will be rewarded with messages from the band. At each hotspot, fans will be able to share their wins or progress through their chosen social media platform.

On the night of the gigs, every fan that attends a show will be rewarded for their loyalty with selfie filters, offering them a keepsake of the gig. These photos will be graded, branded and personalised with the venue and date, and will only be available to fans at the show on that night.

Thousands of The Vamps fans across the UK have been waiting for this tour and this campaign will allow them to extend their experience beyond the arena,” said Betsy Chadbourn digital campaign manager at Virgin EMI. “Working with Landmrk, we can reward the most devoted fans with unique perks and prizes. This marks a new way for fans to engage with fans through digital platforms and we’re excited to see thousands of fans moving to connect with The Vamps.”