For the Nickelback Dark Horse Tour with Nikon and Internet Explorer 8, the band picked fans from an online summer promotion to win an all expense-paid trip to catch its tour -- sponsored by Nikon and promoted by Live Nation -- at the Nikon at Jones Beach Theatre date in Wantagh, N.Y. The prize included a Nikon D90 camera kit that the winners could use to take photos of the band from the photo pit. Winners also received airfare, hotel and ground transportation accommodations and got a private lesson with a professional Nikon photographer prior to the show to train them on using the equipment. In addition, they received a personalized autographed tour poster from the band.
To support this promotion, Nikon ran banner ads at livenation.com and nikonlive.com. Over 7,700 entries were tallied in an eight-week period. Nickelback drummer Daniel Adair was featured on nikonlive.com in an interview discussing his love for photography, Nikon equipment, how the artistry of music and photography co-exist and how cool it was to have Nikon cameras attached to his drum set during the show.
Microsoft partnered with Live Nation and the Nickelback Dark Horse Tour to develop a program aimed at stimulating downloads of the new Windows® Internet Explorer® 8 web browser. In connection with the partnership, Microsoft created a custom version of the new IE 8 web browser, where fans who download or upgrade to IE 8 could access exclusive content from the band. The partnership also included a "share and win" ticket sweepstakes that encouraged fans to share a Nickelback/Internet Explorer 8 widget on their social networking sites, then leave a comment on the sweepstakes page to be entered.