| Title | THE POP CHARADE RELEASE |
| Brand | POPAGANDA / LUGER |
| Product/Service | MUSIC FESTIVAL |
| Category |
A07. SOCIAL FOR MOBILE |
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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
| Petter Dixelius |
Saatchi/Saatchi Stockholm |
Copywriter |
| Erik Hiort Af Ornäs |
Saatchi/Saatchi |
Art Director |
| Gustav Egerstedt |
Saatchi/Saatchi |
Creative Director |
| Louise Erdman Sundh |
Saatchi/Saatchi Stockholm |
Designer |
| Elin Johansson |
Saatchi/Saatchi |
Planner |
| Nina Lee |
Saatchi/Saatchi Stockholm |
Community Manager |
| Fredrika Frenkiel |
Saatchi/Saatchi Stockholm |
Account Manager |
| Maria Lindskog Klasén |
Saatchi/Saatchi Stockholm |
Account Director |
| Olov Lagerkvist |
Saatchi/Saatchi Stockholm |
Assistant |
| Magnus Härdner |
B/Reel |
Director |
Creative Execution
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.
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 in order to get earned media. We invited them to take part in a game show on Instagram: Popaganda’s Pop Charades, hosted by Swedish pop star Veronica Maggio who also headlined this years festival. Instead of a traditional press release, we created a real-time game show with direct response and interaction between one of Sweden's biggest pop stars and thousands of Popaganda's fans and followers.