The objective was to find a way for the beer sponsor to connect with the audience of a huge hipster festival.

We got 3,500 suggestions that were ‘liked’ 18,500 times by 38,000 visitors. To steer the suggestions in the right direction we threw in the first idea – ‘a rap band’s reunion’. The gig wouldn’t have happened without the pressure of 645 likes. It gathered thousands of people around the venue that was meant for 200 people. It was the most talked about act of the festival whose line-up included Kanye West. Countless bootleg clips of the stage have tens of thousands of views on YouTube. Heineken sold more beer than ever before in the festival’s history.

When the client approved the concept, we needed the festival to commit to the idea. When the festival approved the idea, we shared tasks. Our AD/DJ was the ‘headmaster’ of creating the programme. Their producer contacted the artists. We built the web application on their site – and so on.

The hipsters don’t like to be told what is cool. Instead they want to be the ones to tell it. So, we gave them the means to participate, to do things together and to experience unique acts.