Popaganda is a music festival in Stockholm. It started 14 years ago as a small indie/alternative pop festival. Today it's the biggest music festival in Stockholm. This year they wanted to go back to their roots, and get that alternative feeling back. The objective was to create a hype amongst the young music crowd in Stockholm. And increase the activity in social media.

On strategic places in Stockholm, where the target audience hang out, we placed messages of what bands are playing at the festival later this summer. Only ONE message on ONE thing. For example; on a beer coaster we put one band, another one on a coffee cup in a café, another one on a pizza box etc. During two months we released twenty artists to only twenty people. There was a clear call to action for them to share this exclusive news in social media.