| Title | THE POP CHARADE RELEASE |
| Brand | POPAGANDA / LUGER |
| Product/Service | MUSIC FESTIVAL |
| Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
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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
| Gustav Egerstedt |
Saatchi/Saatchi Stockholm |
Creative Director |
| Petter Dixelius |
Saatchi/Saatchi Stockholm |
Copywriter |
| Erik Hiort Af Ornäs |
Saatchi/Saatchi Stockholm |
Art Director |
| Louise Erdman Sundh |
Saatchi/Saatchi Stockholm |
Designer |
| Elin Johansson |
Saatchi/Saatchi Stockholm |
Planner |
| Maria Lindskog Klasén |
Saatchi/Saatchi Stockholm |
Account Director |
| Nina Lee |
Saatchi/Saatchi Stockholm |
Community Manager |
| Fredrika Frenkiel |
Saatchi/Saatchi Stockholm |
Account Manager |
| Olov Lagerkvist |
Saatchi/Saatchi Stockholm |
Assistant |
| Magnus Härdner |
B/Reel |
Director |
Creative Execution
We invited all our fans to take part in Popaganda’s Pop Charades, a quiz show hosted by Swedish pop star Veronica Maggio who also headlined this years festival. They 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 first one to comment a charade with the correct artist name won tickets to the festival. For over 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.
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.
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. 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.