| Title | THE POP CHARADE RELEASE |
| Brand | POPAGANDA / LUGER |
| Product/Service | MUSIC FESTIVAL |
| Category |
C04. CONTENT CREATED 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 15-second 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.