If our target loves music, spends the whole day surfing the Internet, and looks for interactive and dynamic experiences, why not give them an Online Music Festival?The Eristoff Internative Festival is the first online music festival, a festival whose concerts are broadcasted live and exclusively online at www.eristoffinternativefestival.com. Its aim was to use the Internet for what it is: an interactive media and not television, a means of allowing the public to interact with the band from the comfort of their own homes before, during and after the concert.

Vodka is considered an entry drink to the nightlife, rarely drunk when grown up, and Eristoff, the third most popular brand in Spain needed to gain notoriety to solidify itself as an alternative brand.

We wanted young adults, between the ages of 18 and 25 to talk about the brand…. But they don’t talk about brands. We decided to find out what it was that they did talk about. Their hobbies clearly included listening to music, and surfing the Internet, and if they were easily accessed and free, they were more popular. How could we show them that we had something to offer that was truly interesting? In this case Internet was the perfect media.

To measure the effectiveness of the action we used a new system of tracking the buzz generated on the Internet. We registered an increase of 526% in the WOM of the brand during the campaign. This generated over 1,400,000 hits from our target on the Internet.The positivity rating of the brand went up from 81.5 to 96.5 out of 100 during the campaign, 27 points above the industry average.Eristoff Internative Festival achieved huge publicity, with coverage in more than 1,000 blogs and 70 national and international media organizations, including an appearance on MTV.

We created a truly interactive festival where everyone can not only see the concert at home, but they can also log on to Facebook Connect and interact live with renowned indie bands, project their profile picture, write messages on the screen and modify the stage lighting.To advertise the concert we turned to the bloggers. They were empowered to cover the web with the poster for the festival. In return they could be amongst the few people invited to see the concerts in person thanks to a competition.