To bring young people closer to Schweppes, highlighting and refreshing its brand image, Schweppes is going to promote the first edition of Schweppes Urban Mix, the only festival that mixes music, art and dance. This festival will take place in the city of Madrid for four days. Lenny Kravitz, Macy Gray, St. Germain, James Brown, Blanca Li, Le Palais de Tokyo are only some of the artists that will act in the event.To promote it, Young & Rubicam 2.1 has created a site with all the information about the festival and several sections where users can discover the interactive events related to Schweppes Urban Mix. Everybody can have access to www.schweppes.es (the site is opened automatically). Furthermore, an online campaign with powerful pieces has been launched.Objectives: Communicate the event to internet users; Generate expectation toward the festival; Reinforce the meaning of Urban Mix, in order to help to associate with Schweppes; Create a community.Target: Young-adults (>25), urban, worried about their education, the night, the music, and all that's new in general … Young adults with a thirst for experience; Adult-youngs (20-25), urban, interested in their independence, in finding their way (personal and professional), in travelling, in genuine things, in music, in all the good things in general … Adult youngs looking for quality of experience.