Katy Perry adds giant Twitter screen to live shows

Every show on the upcoming Katy Perry tour will feature a giant Twitter screen for fans to tweet messages and photos from the crowd.

Every show for the California Dreams 2011 tour will have its own dedicated hash-tag which Katy will tweet on the day of the show. Fans can then include the hash-tag in their tweets to contribute to the screen. The giant screens will be on the side of each stage so fans both at the show and online will be able to send messages in real-time. 

"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."

The Katy Perry California Dreams 2011 tour kicks off in Melbourne on April 28.

Dates are:

April 28 and 29, Melbourne, Rod Laver Arena
May 2, Adelaide, Entertainment Centre
May 4 and 14, Sydney, Entertainment Centre
May 5 and 15, Brisbane, Entertainment Centre
May 13, Newcastle, Entertainment Centre