We turned street guys into street heroes. The content of the tour became a teaser for Urbania. These mini insights into their world were shared through social media building anticipation for the event. We listened online to fine tune the music headliners and to search for opening bands and DJs.We also took to the streets, advertising and giving away event tickets in urban contact points such as subways.

Our street heroes proved themselves against the best at URBANIA. Participating rock bands and competitors gave interviews at radio stations, and live coverage through social media.Social media became the after party. Kids who met at the event kept in touch via Facebook and the event´s rituals translated to the community. The content of the tour and the event turned into a TV series, with more than 180 minutes of brand storytelling.

The results were overwhelming satisfying:•The festival gathered more than 120,000 people•We doubled Twitter followers•Facebook fans increased five times with +39,000 interactions in a month•YouTube generated +120 user-generated-clips and +140,000 views•The website saw +340,000 visits in one month•+160 minutes of free air on pay TV•Coverage tripled the media value This engagement translated in brand health•Spontaneous awareness 52% vs 42%•Ad awareness 70% vs 62%•Love 35% vs 24%Sales grew along with the buzz: (Aug – Oct)•+12.9% National Sales Volume vs 2009•+57.7% National Grocery Sales Volume vs 2009•+19% Off Take Walmart despite declining trend (-17%)