Knowing the social feeds of our target were packed with videos documenting the hilarious exploits of others, we challenged them to prove they were up for a little tomfoolery.

#VtakemetoFMF was born.

Via an integrated Facebook, Twitter and Instagram campaign, 150 tickets went up for grabs. To win, festival-goers had to prove their commitment to the cause by posting a video of themselves completing one of 66 challenges within two weeks using #VtakemetoFMF.

Using sponsored Facebook posts we got the attention of our audience and promoted the competition with short, snackable content videos of the challenges, while driving them to the V Energy Facebook page to upload their entries. Knowing our audience get desperate for tickets and often try to purchase tickets online, we uploaded an ad on Gumtree – an online trading classifieds site, to promote the 150 tickets up for grabs.

- All 66 challenges completed in just 3 days vs target completion rate of 18 days

- Misattribution of the sponsorship down 60%

- Sales increased 12%

- Achieved campaign reach 4 million music fans vs planned reach of 2.46 million

- Social Impressions: 1.8 million

- Achieved 183% return on media investment

- Engagement Rate: 7.1% + 700% vs previous campaigns

- Conversation around the campaign got so big it reached the artists playing at Future. International DJ Will Sparks completed a challenge and released an hour long mix in our honour that received over 350,000 downloads.