The largest alternative pop festival in Holland – Lowlands (55,000 visitors) - was selected as first partner for this new approach. Following the media strategy, a totally new medium was introduced within the Lowlands online community: Grolsch Llowlog. Prior to the festival people got the opportunity to subscribe to Grolsch Llowlog at the Lowlands internet site. They then received a Llowlog bandana and a special wrist band that contained a Radio Frequency Identification-micro chip. During the festival they could scan their Llowlog wrist band as soon as they saw one of the three mobile Llowlog camera teams. They could then record a personal festival report, as often and as crazy as they liked.These video reports were immediately uploaded to their personal Lowlands internet page. This way we sent an army of reporters roaming around the festival grounds, creating a massive online video diary.

Spontaneous sponsor awareness of Grolsch doubled from 40% (2006) to 80% in 2007 with Llowlog being the only difference with last year’s sponsorship. Grolsch Llowlog generated free publicity worth €360.000 (four times the investment). 864 people made a journal, with in 3,623 videos, watched by 71,583 individuals.