If our target loves music, spends the whole day surfing the Internet, and looks for interactive and dynamic experiences, why not give them an Online Music Festival?The Eristoff Internative Festival is the first online music festival, a festival whose concerts are broadcast live and exclusively online at www.eristoffinternativefestival.com. Its aim was to use the Internet for what it is: an interactive media and not television.

To get the target to watch the concerts on the Internet, we created a truly interactive Festival. Everyone could interact with the band before, during and after the concert, but how? We gave them the option of access through Facebook Connect, from which they could project their profile pictures, write messages on the screen and even change the lighting of the set.

To measure the effectiveness of the action we used a new system of tracking the buzz generated on the Internet. We registered an increase of 526% in the WOM of the brand during the campaign. This generated over 1,400,000 hits from our target on the Internet.The positivity rating of the brand went up from 81.5 to 96.5 out of 100 during the campaign, 27 points above the industry average.Eristoff Internative Festival achieved huge publicity, with coverage in more than 1,000 blogs and 70 national and international media organizations, including an appearance on MTV.