Live Nation today (May 2) launched its new concert calendar Facebook app, which enables users to discover and share upcoming Live Nation events and all music/comedy shows ticketed through Ticketmaster in North America.
"It's based on recommendations and shows their friends are attending," Live Nation VP of social media marketing Gretchen Fox tells Billboard, noting that like the Ticketmaster app launched earlier this year, event suggestions are also based on listening activity through Spotify accounts with Facebook integration. 
The concert calendar had been in private beta for the past six months and tested by about 10,000 users, Fox says. Live Nation conceived the app -- including architecture, functionality and user experience -- and its code was written by boutique development company Kremsa.
The concert calendar app isn't the only social media strategy Live Nation has up its sleeve this summer.
Billboard.biz has learned that in early June, the company plans to launch its new #MillionTweets of Summer sweepstakes, an approximately 15-week program that aims to drive awareness for Live Nation summer tours. A microsite will be set up where participants can tweet about upcoming events using the hashtag "#MillionTweets" for a chance to win free access to concerts, artist meet and greets, merchandise and more.
Various prizes will be unlocked at different tweet increments leading up to the millionth tweet, Fox says.
Read more about how touring companies are incorporating social media into their marketing plans to boost ticket sales like never before in the upcoming issue of Billboard.