In Colombia, to make and broadcast a live concert you have to ask for several permissions that take a lot of time, especially if there is a cost for the tickets. That’s why we decided to make a free event.However the only way to enter the concert was by winning a ticket in our radio station. The day of the event we broadcast live the concert in our online radio without having to ask permissions of any kind.

The creative strategy was to hold a relevant event amidst so many similar events and products. The idea was to merge what young people were used to do in order to obtain their music with the excitement of watching their favourite band perform live, giving them the power to bring the band closer through Coke FM.We created the world’s first concert in which the band was at a height of 50 metres and the audience could download the songs live, and download the band itself at the same time. To be able to download the songs from the new album, they had to enter Coke FM from their mobile phones. For each downloaded song, the band came 10 metres closer.In this way, we created a new platform that combined several media: Internet, mobile, live promotion and direct marketing, getting more young people to visit and interact with Coke FM.

The event was a big success. The biggest TV station in the country interrupted their most popular programme to broadcast, live, the 'Download Concert'. We reach nearly 16m people without spending money in the media.In only 3 hours more than 50,000 songs where downloaded from the site. The interaction time on the website increased by 800% and now we have 337% more daily visits to the site.