To guarantee interactivity and proximity with the target, we created a campaign inspired by the old buses bands used to have.With an original format, the campaign made use of the power of bloggers and social networks to generate buzz and attract awareness for the festival.The role played by bloggers was crucial for the event’s success. They endorsed, disseminated, engaged and activated the entire action. There were 33 music bloggers and well-known influencers on the Net.The bloggers launched on Internet an interactive action divided in 2 phases, in which the winner won the opportunity to watch Planeta Terra Festival 2009 with his friends (the passengers-followers) inside their customised bus, turned now into an exclusive cabin free of charge.

The campaign soon gained ground in the net…In the first days of the action there were 1,013 registered participants and 242 buses had been created, generating spontaneous media in all social networks.The entire campaign generated more than 800 personalised buses, 8 thousand participants, 3,764 spontaneous posts in blogs of great relevance and influence, 5 thousand tweets, 300 thousand votes that were headed to the action’s hotsite, more than 600 thousand pageviews and 44,653 unique visitors.Added to these good results on Internet, the festival tickets were sold out and the event brought together more than 17 thousand people.