The idea was to let the fans release the artist line up, building a hype amongst the young music crowd in Stockholm.

The past couple of years the festival has done several campaign in social media, engaging their audience. This year we wanted to put that engagement to a test and let the fans play the main part and become our PR-ambassadeurs. A social experiment where Popaganda fully relied on the audience's engagement.

On strategic places in Stockholm, where the target audience hang out, we placed messages of what bands are playing at the festival later this summer. Only ONE message on ONE thing. For example; on a beer coaster we put one band, another one on a coffee cup in a café, another one on a pizza box etc. During two months we released twenty artists to only twenty people. There was a clear call to action for them to share this exclusive news in social media.

Followers on social media increased by:

INSTAGRAM +22% (Goal +10%)

TWITTER +40% (Goal +10%)

FACEBOOK +10,5% (Goal +10%)

Ticket sales increased the first month by +18% compared to previous year. (Goal +10%)