Although the media campaign include multiple channels (TV, outdoor, digital, radio), it focused on social networks and digital channels, the most appropriate for the target. We launched a packtivation: a special limited edition pack with a new chewing gum flavor called 'Beldent Random Music Fest' that gave you the chance to win tickets to the show. We installed Random Points in the most important retails, where millennials could win tickets.

To boost the random experience we also created an app that detected the song that was being played at that moment and showed the lyrics for people to sing along.

Through the app people could also vote for the band they wanted to do the encore and close the festival. The ranking was shown in LED screens during the night.

Music blogs and magazines communicated the festival and gave information about the bands that played in it.

10.000 millennials were at the festival and 250.000 experienced it through streaming from Beldent´s Facebook fanpage and clarin.com

#BeldentRandom was trending topic top 20 in the world and Beldent's Facebook surpassed 1 million fans.

Rolling Stone magazine validated it as a new format with the potential to stay in the world of music.

The format has new dates in 2013 in Argentina and in more than 3 other countries.