Popaganda Music Festival
"The Pop Charade Release"
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Corporate Name of Client: Popaganda / Luger inc.
Client Supervisors: Niklas Jonsson/Helen Allvin/Niklas Ek/
Agency Account Director: Maria Lindskog Klasén
Account Manager: Fredrika Frenkiel
Social Media Manager: Nina Lee
Planner: Elin Johnsson
Agency: Saatchi & Saatchi Stockholm, Stockholm
Creative Director: Gustav Egerstedt
Copywriter: Petter Dixelius
Art Director: Erik Hiort af Ornäs
Production Company: B-Reel, Stockholm
Director: Magnus Härdner
Digital Production Company: B-Reel, Stockholm
Description of the Project:
Popaganda is a Swedish pop festival, held in Stockholm the last weekend of August. The release of the artist line-up is the festival's chance to stand out on a market cluttered with festivals and events. This year we invited fans and journalists to take part in a game show on Instagram: Popaganda's Pop Charades, hosted by Swedish pop star Veronica Maggio who also headlines the festival. Follower were told to tune in to Popaganda's Instagram att a set date and time. After welcoming the participants, we released the artists one by one thru 17 video charades. Each charade was a clue leding to a new artist. The challenge for the participants was to guess which artist we were looking for, the first one to comment a charade with the correct artis name won two tickets to the festival. For every winner announced, a new artist name was lit up on the Insta festival poster. For three full hours, thousands of fans were hooked in front of Popaganda's Instagram. And news of the line-up quickly spread from Instagram to some of Sweden's biggest websites and blogs.