Instead of a classic sponsorship, we decided to bring Telekom's brand purpose to life. So we bridged distances between festivalgoers and non-festivalgoers and offered a next level festival experience for youngsters. Our whole campaign was based on Telekom's 4G network, which is the fastest and most reliable way for young people to contact each other. Thanks to Telekom Buddies we could use a technological innovation to make our message easy-to-understand through real experiences. Furthermore, unlike classic one-way broadcasting, we could offer an alternative way of festival stream, where viewers could affect the events and became part of the branded content in a very unique way.

Telekom Buddy was a special event within the events of the 3 biggest Hungarian festivals. We ran an interactive live show 5 hours a day during a campaign, 13 days long. The stream, what we provided through our 4G powered robots, connected non-festivalgoers with festivalgoers and let everyone to experiences the micro moments of these events. Telekom Buddies were clearly tailored for festivals, based on true insights: the interactive bots were sitting on young influencers’ and journalists' shoulder, who were responsible for running the live show. Meanwhile people from outside were able log to into the Buddy figures and they could have fun with the festivalgoers together. This ambient idea also fitted to the unique world of festivals, where people don't want to be interrupted by the adverts of brands.

Telekom Buddy was developed to demonstrate the power of Hungary’s first and biggest 4G network. We ran an interactive show through the cameras of the three robots and non-festivalgoers could join the live event. When they logged in to Telekom Buddies, their face appeared on the screen and they immediately got to the festivals. Users were guided by the so called Buddy Guides, who not only carried the Buddies on their shoulder, but also were responsible for running the show and helping people to make friends with each other’s. We also cooperated with social media influencers (vloggers, celebrities and journalists) to make our live stream authentic and interesting. This approach motivated people both join and watch Buddies minute by minute and made possible to presents the individual level of festival in live stream.