We used digital media to bring new life to Skol Beats 2008, making it an event co-created by consumers over the Internet. The promotion “It’s Up To You” invited people to vote online on date, venue, format and artists for the festival. Skol Beats Portal offered content and news on music and entertainment to support the discussion, and tools for people to invite friends to participate through social networks. Our goal was to generate renewed interest in the festival, as well as to generate sustained audience and registered users for the new Skol Beats branded entertainment content portal.

15,000 tickets for the event were sold out two weeks in advance at a cost of US$ 0,25 per lead. Traffic on the new content site grew to levels comparable to established online vehicles targeting the same audience.Promotion period: May to September, 2008Cost per lead online: US$ 0.0515,000 tickets sold out 2 weeks in advance of the event.2,264,435 unique visitors to the portal7,202,059 page views in the portal