Situation

Lollapalooza. The most anticipated music festival in Argentina. It’s so anticipated that people even buy your tickets before knowing who’s going to play. When the line-up is announced, all the attention goes to the bands at the top of the list. And the rest of the bands go unnoticed.

Brief

Lot of fans not that much tickets. Budweiser wanted to help fans of all the bands, not just the ones that listen to the artists on top of the line-up, but the truly ones to get some tickets for the show.

Objectives

We want to explot the sponsorship from the beginning, be present in one of the highest moments of the conversation trend of the festival and became the most mentioned brand of the Lolla lineup. And, of course, giving tickets for those who deserved it the most.

At the same time of Lollapalooza line-up announcement, Budweiser launched “Ponete en tema”. A platform that matches the most listened artists in your Spotify account with playlists from the Lolla line-up. The more line-up artists you listened, the more chances to win a ticket you had.

Using Spotify as platform, we followed their insights on what music people listen and based on those results we had information that nobody else had.

At the same time of Lollapalooza line-up announcement, we created a website that analyses and matches the most listened artists in your Spotify account with playlists from the Lolla line-up.

While the other sponsors were waiting for the festival, we were winning over fans, accounting for 93% of share of voice months before the first band ever took the stage and also became the most mentioned brand of the Lolla lineup. We achieved in only one day a reach performance that other brands in Spotify achieve in 30 days.

• 225 Users per minute

• 50% engagement 2X VS Benchmark

• 20% of conversation rate setting a record in Spotify Argentina.

• 75% of unique users payed more than once

• 26M impressions in social networks.

• 11,6M earned impressions