Communication was carried out as the promotion of a cultural event, breaking the convention of beer advertising. The challenge was to stress the role of Żywiec’s brand so that the event did not lose its authenticity and to show the role of Żywiec as an initiator rather than a sponsor.

The priority was communication, which does not diminish the role of cultural autonomy of the project and artists. First, the single promoting the event entered the market with PR support (later used in television and radio). Successively, the Polish artists participating in the project were disclosed. The unconventional concept allowed to use a wide range of media (beyond beer time slots) and helped stand out from the clutter in this category. TV and OOH built awareness while press and radio rendered the spirit of the project.

We engaged the consumer via Internet: Guitar Hero game, events live streaming, YouTube, Facebook contests.

Increase in image attributes (SMG/KRC VII-VIIIvsVI.2011):-"The best Polish beer": 16.7% increase (from 30% to 35%)-"Żywiec is a brand creating a good, optimistic mood": 19,4% increase (from 31% to 37%)Consumer involvement: -35000 tickets sold-119000 live streaming views -Over 850000 impressions on www.meskiegranie.pl-Over 25000 new Facebook fans -Over 11500000 interaction traces on Facebook fanpage-Over 128000 Guitar Hero players Media noise: -7 weeks on the top songs list in PR3-Over 1 666 media articles worth over 8,6 Mio PLN-ROI = 4,03PLN (source: Econometrics modelling)-Incremental sales generated by the campaign almost 1 Mio litres of ZYWIEC beer