Tumblr:
Tumblr users were selected to document her tour as it unfolded. This meant that users were encouraged to post content, take photos, create gifs and collages. As a bonus, a photo pass, two show tickets and two meet-and-greet tickets were given to the Tumblr users involved. Keys is also an active user (www.thekeysofalicia.tumblr.com) on Tumblr and is also able to connect with fans by 'liking' and 'reblogging' posts.
Crowd-sourcing:
Alicia Keys' "Illuminate Me" video that was played during each show used a crowd-sourcing component. This meant that attendees at each city were given the opportunity to feature in the video at the concert when they submit photos of themselves as part of a "Keep Moving - Your City, Your Video" initiative.
Twitter:
Using the hashtag #AliciaDedicates on Twitter, fans tweet their section, row and seat number for the opportunity to have a song personally dedicated to them by Keys. Click the link to view the campaign video since it's an unlisted video on YouTube.
Behind-the-Scenes Clips:
Videos were also released on YouTube prior to the tour to create anticipation of her tour. Eg: Rehearsals Part 1.
I believe these ideas are clever and creative ways for a recording artist to collaborate with fans utilising social media to facilitate with the marketing of upcoming tours. For more information on the projects, click here.
Lots o' Love, Linda
