Coca-Cola Festival Town was created, a special area that provided comfortable services to selected festival goers. Our task was to make Festivaltown as an appealing community, create desire, WOM and involvement via social media, posting the latest news and specific roles in the community.The promotion of Festival Town was divided in different stages.1) Build awareness via selected Radio stations2) Online advertising, explaining the duties inside the Town via Social media (Facebook, MySpace and StudiVZ) triggering immediate interaction and connecting directly to target.Additionally, a 3D model of the Festival Town was shown, driving up the desire to be part of this community.Social Media had a direct impact on the amount of participants and on the number of votes on the Coca-Cola homepage. The constantly increasing number of fans and members in social networks opened a new dimension of direct dialogue with the target group.

Within a short time Coca-Cola Festival Town became the Big Hype in social communities.In total mycokemusic.at counted 137,875 visits (46% of the young music interested target group) and during the three promoted festivals the number of Facebook fans increased by more than 400%.The Coca-Cola Festival Town community on Facebook received more than 15,000 visits(8% of all visits lead to action).During the 15 days of the online voting process mycokemusic.at registered more than 5,000 unique votes per day.