Our main goal was to get as many people as possible to know about the event, help spread the party spirit and make sure the guests have the time of their life.
Last year we had an extreme success with the teasers in the marketing campaign and we decided to use video for Social Media channels as a primary instrument again. So we have decided to film a story plot involving a couple who go around the mall and meet the artists while they are performing their most popular songs using just objects from the environment around them.
The site launched along with our early access campaign – targeting pre-selected guests that had the special early access password and the opportunity to reserve before anyone else. With the website we launched the teasers. After the immense success of 23% of the target market reached last year we were a bit surprised when we managed to up it by 6 digits, hitting a 29% reach of the video campaign alone.
The whole marketing campaign involved articles, social media marketing, website, radio ads, video campaign and PR. We managed to reach nearly 50% of our target market and to make more than 2 500 guests attending the event.
As always we have gathered some of the biggest names on the Bulgarian music scene but this time alongside them joined the worldwide known star – Lariss.