We consider that Tweet Cover Fest is a Promo & Activation campaign because our challenge was to generate a tailored fan oriented social promotion in which the participants could win tickets to one of the festivals that Heineken sponsored.

"Tweet Cover Fest, a festival in which users could take part by sending a dedicatory to a friend in the form of a tweet; these 140 characters were turned into six second songs, which were then returned to the author and the person that the tweet was dedicated to in real time through a Vine video.

We managed to create brand content, generating 2.000 tweets in 24 hours, 100.000 views, and best of all, reaching 10.000.000 impacts and Twitter interaction increased by 200%. Besides that we obtained publicity in advertising and music media. A major challenge that generated tailored mobile content for our audience. .