This campaign bridges the gap between online social and physical events. Allowing TikTok creators and users to "feel" the vibes of the Soundstorm music festival by using their own imagination. By closing their eyes, the creators envision their feelings and get to share the results with their like-minded communities. Empowering digital users to get a taste of the real life emotions that they will enjoy by going to MDLBeast Soundstorm, the campaign touched our whole regional music community.

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Music festivals are committing, you need to purchase tickets, organize our journey there and back… Let’s just say that you want to be Abso-Lu-Te-Ly sure that it’s gonna be worth it and for that… Needless to say that our audience wants to get a little taste of what they could expect

So how do you get everyone obsessed with MDLBeast: Soundstorm, the biggest Music Festival of the region on TikTok even before it happens?

By giving them a taste of the mindblowing time that they are going to experience at MDLBeast Soudstorm…, right from the comfort of their favorite social app: TikTok!

Introducing "Inner sounds", the first Branded-Effect that you can only feel. For the first time, our Tiktok users physically couldn’t SEE the Branded Effect they were using, they had to feel it and would only discover the result of their experience by posting it!

How does it work? Easy, the Branded-effect only activates when you close your eyes, just close your eyes to get instantly transported to the MDLBeast Soundstorm Festival. You have to post your TikTok to see the result, pretty clever, huh?

And guess what? The fans went crazy over it! Turns out that when you empower a huge music-loving community, they answer the call and start sharing their "feels" with their fellow festival-goers

For this campaign, we didn’t want to SHOW the audience what this music festival is like, wanted them to FEEL it. Allowing them to experience the festival before committing to it and purchasing their tickets. With a "trip before the trip" approach, we let our audience get a taste of the mindblowing feelings they will get before even making it to the MDLBeast Soundstorm festival!

The music lovers of the region got the power to immerse themselves in the MDLBeast Soundstorm experience with ONLY the power of their imagination. They could envision their future selves at the actual Soundstorm festival and share the emotion with their communities before making the commitment

Backed by a full-funnel TikTok campaign with an extra Branded Effect experience, a unique, fully customized Live gift item and... Of course... Super hyped creators. The "Inner sounds" numbers went through the roof.

Music lovers don't like to be told what to do, so giving them the ultimate freedom to feel their musical experience and show their unique take on the campaign.

Identifying our festival-loving creators, we started a movement that spoke the same language as their TikTok community. Using outtakes from last year's successful edition of MDLBeast Soundstorm, the Branded Effect got everybody in the mood while the supporting secondary Branded Effect and exclusive custom LIVE gift sustained the hype to push our audience to make the move and ultimately get their tickets to join the community in real life.

This is also a regional first as we unrolled the very first custom LIVE gift brought the Soundstorm feels to LIVE action on TikTok.

210,389,325 Views, 240% above benchmarks, 8K videos created , 210% above benchmarks, and Over 37 million unique users reached! An unprecedented amount of fans purchased their tickets to come live the real thing.

The customized LIVE gift first in the Gulf region, brought a huge boost on our creators LIVEs allowing to project the actual MDLBeast Scene on screen using Augmented Reality. It was gifted more than 12 000 times to our creators by the audience.