Using the iconic Electric Picnic Festival, we used social media to plug into fans’ voices but through a Vodafone owned platform – easily done online but could we do this offline too? We had to find a site – and after much scouting of all Dublin sites we found a single usable one – a 48 sheet in a high traffic area, with a 3 metre stretch of land in front of it - an essential factor as we needed to build a rig for an artist to work on. We then asked fans to tell us, via twitter (#Followthefeeling) what they loved about Electric Picnic. The artist got to work depicting what people loved – and a live billboard was born. To add further credibility we partnered with a relevant music station – Phantom 105.2, who promoted the feed on air and through their social channels.

During the campaign #Followthefeeling saw an almost 400% increase in engagement, compared with the summer’s average and 47% of the summer's mentions occurred during the campaign week. We acquired 600 new followers – an increase of 23% - and retained over 80% of these fans as well. In search, we saw an uplift of 122% on relevant terms, and on the Friday of the campaign our CTRs spiked at 350% above our campaign average. The peak that was delivered in search from this one billboard was 70% of the peak the TV campaign delivered earlier in the summer.