Bon Jovi CD To Feature Ticket Access

In an effort to drive sales of Bon Jovi's new album "Bounce" -- due Oct. 8 from Island Def Jam (IDJ) -- the label is offering early access to tickets to the band's upcoming world tour to consumers who

In an effort to drive sales of Bon Jovi's new album "Bounce" -- due Oct. 8 from Island Def Jam (IDJ) -- the label is offering early access to tickets to the band's upcoming world tour to consumers who buy the CD, Billboard Bulletin reports. Each copy of the album will come with a serialized code in the packaging. Consumers need to register the code at Bonjovi.com to access pre-sale ticket offers. Tickets to the tour go on sale to the general public later in the month.

CD purchasers registering with the site also will receive other bonuses including downloads of unreleased tracks and contests. IDJ executives say the idea behind the initiative is to reward fans who purchase the album, the theory being that the added value benefits will motivate consumers to buy it instead of download it. To that end, new albums by Eminem, the Dave Matthews Band, and Queens Of The Stone Age have in recent weeks been bundled with free DVDs.

The IDJ program is the first widespread serialization initiative featuring a major act. Company executives said that with CD recognition technology largely unable to distinguish between legitimate product and burned discs, serialized codes became a more attractive option to ensure only album purchasers could access the bonus material.

No dates have yet been unveiled for the Bon Jovi tour, but, as previously reported, the group will play its first U.K. club gig in more than a decade Sept. 18 at London's Shepherds Bush Empire.