OBJECTIVE:Creation of a viral community platform for adult smokers of dark, roll your own tobacco brand, Schwarzer Krauser No.1, which is geared towards a very specific target group: Male, connected to Hard Rock/Heavy-Metal and pretty low interest in advertising.Due to the tobacco advertising restrictions the promotion has to be aimed at adult smokers only and permission based.CONCEPT: SCHWARZREPORT - the interactive festival review.

SCHWARZREPORT host Soenke visited more than 30 hardrock-festivals, filmed and voted the events and pushed the videoclips online, where adult smokers could subscribe themselves to the weekly videopodcasts after online registration with proper German ID.