The effort used the Ampsy platform to geofence the venue, capture content and display it on a custom Tumblr microsite. Ampsy, an IBM Watson strategic partner, also provided the analytics so the show could engage influential audience members in real-time with special content and perks, such as tickets to another show and access to a closing concert. 

?Historically, you needed a hashtag to get this content,? said Jeremy S. Gocke, founder and CEO of Ampsy. ?In the live moment, with the phone in your hand, you are not thinking about a hashtag ? it is out of a site of out of mind. 

?We processed about 1,000 campaigns and found that about 80 percent of content was missing a hashtag,? he said. ?They weren?t using it. 

?We were missing out on a significant amount of content.?

Jimmy Kimmel Live used the Ampsy platform to geofence the Brooklyn Academy of Music's Howard Gilman Opera House during its weeklong broadcast from the venue last fall.  

Members of the audience who posted from the show on social media were encouraged to visit a Tumblr microsite, find their picture or video and share it using the hashtag #Kimmel.

Since Ampsy is a strategic partner with IBM Watson, it can also send along data collected from an event and have it analyzed for sentiment, such as how attendees felt about an event or a particular song. Marketers can also have IBM Watson work up a personality profile of attendees based on the content they post across a variety of platforms. 

The results from the Jimmy Kimmel Live campaign include a post-show social conversation that lasted four times longer than any previous campaign, an 81 percent return on engagement, a 74 percent increase in Tumblr followers and a seven-minute average length for site visits.

"I was very excited The Jimmy Kimmel Show decided to work with Ampsy,? said Michael Falato, vice president of sales at Ampsy. Mr. Falato was previously with Mobivity. 

"It's almost impossible to gather all social communication at a big event like his without using a social geo fencing solution like Ampsy,? he said. 

"Besides gathering all social conservations, we were also able to give the fans a way to look at all of the post from just the fans who attended the live show.  Entertainment breeds passion and excitement for fans and we were able to capture all of that live and have deep analytics to support it."

Historically, marketers have needed a hashtag to be able to aggregate content posted on social media. However, this strategy potentially misses a lot of content posted at live events, where attendees are likely to be too involved in the actual event to take the time to remember and use a hashtag accurately. 

In fact, Ampsy?s research shows that approximately 80 percent of content posted about a live event is missing a hashtag. 

With this in mind, the company built a proprietary geofencing engine that uses a tight boundary around a venue so it can pull all of the content being posted from inside the geofence. 

The company has been working with a number of music bands, such as AC/DC, to drive engagement during and after a performance. 

Using Ampsy?s analytics, marketers can find and engage with those fans that are posting the most and/or have the most followers. 

The company is also working with hotels such as W around special events, restaurant groups and city tourism bureaus. 

Going forward, Ampsy is looking to partner with sports teams and convention centers as well. 

"The way that AC/DC uses our platform is that they created an album on a microsite where you can see all of the photos and they drive fans back to the microsite as the primary engagement site for their current tour,? Mr. Gocke said. 

?This keeps people on the site longer,? he said. ?If someone was at the show last night, they can go to the microsite to find their picture and share it out."