The objective was to get music journalists and bloggers buzzing about the final artist booked for the festival.

Our insight was simple but true: if there's anything indie pop fans and music journalists love even more than music it's showing off their superior knowledge of it.

By turning a dull pressrelease into a mini event for the event itself, we engaged thousands of fans and let them become amplifiers for the festival in social media.

20 out of 20 journalists/bloggers solved the puzzle and wrote about Popagandas last booking. Articles with pictures of the completed puzzle made the front page of Swedens’s biggest website and tabloid Aftonbladet, amongst others.

Social media was buzzing and the festival tickets sold out in record time.