| Title | THE POP CHARADE RELEASE |
| Brand | POPAGANDA MUSIC FESTIVAL / LUGER INC. |
| Product/Service | MUSIC FESTIVAL |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
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Entrant Company
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SAATCHI & SAATCHI Stockholm, SWEDEN
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Advertising Agency
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SAATCHI & SAATCHI Stockholm, SWEDEN
|
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Production Company
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B-REEL Stockholm, SWEDEN
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Credits
| Erik Hiort Af Ornäs |
Saatchi/Saatchi Stockholm |
Art Director |
| Petter Dixelius |
Saatchi/Saatchi Stockholm |
Copywriter |
| Gustav Egerstedt |
Saatchi/Saatchi Stockholm |
Creative Director |
| Elin Johansson |
Saatchi/Saatchi Stockholm |
Planner |
| Fredrika Frenkiel |
Saatchi/Saatchi Stockholm |
Account Manager |
| Louise Erdman Sundh |
Saatchi/Saatchi Stockholm |
Designer |
| Maria Lindskog Klasén |
Saatchi/Saatchi Stockholm |
Account Director |
| Nina Lee |
Saatchi/Saatchi Stockholm |
Community Manager |
| Magnus Härdner |
B/Reel |
Director |
| Olov Lagerkvist |
Saatchi/Saatchi Stockholm |
Assistant |
The Brief
Popaganda is a Swedish pop festival, held in Stockholm the last weekend of August. The release of the artist line-up is the festival’s chance to stand out on a market cluttered with festivals and events. Our strategy was to involve fans and music journalists to take an active part in uncovering the line-up. We invited them to a scheduled game show on Instagram: Popaganda’s Pop Charades, hosted by Swedish pop star Veronica Maggio who also headlined this years festival.
Creative Execution
Instead of a traditional press release, we created a real time game show on Instagram, with direct response and interaction between one of Sweden's biggest pop stars and thousands of Popaganda's fans and followers. Pop fans who love to show off their music knowledge and compete with each other. With the Pop Charade Release we created a new type of visual music quiz, forcing them to step out of their pub quiz comfort zone.
Describe the creative solution to the brief/objective.
Followers were told to tune in to Popaganda’s Instagram at a set date and time. Then we released the artists one by one thru 17 video charades. The challenge for the participants was to guess which artist we were looking for. The first one to comment a charade with the correct artist name won tickets to the festival and a new artist name was lit up on the festival poster. For three hours, fans were hooked in front of Popaganda’s Instagram. The line-up quickly spread from Instagram to Sweden’s biggest websites and blogs.
Results
The game show kept fans hooked for three full hours and generated over 2 600 comments. The reach on Instagram reach was over 500 000 people. The festival line-up quickly spread from Insta to Sweden's biggest entertainment websites and blogs. Overall earned media reach was over 4 million, which is about 40% of Sweden's entire population.