Eristoff, the third most popular Vodka brand in the Spanish market, needed a gain in reputation and appeal among younger audiences (aged 18 to 25 years), to solidify its position as an alternative brand.So we created the Internative Eristoff Festival, the first online music festival. A festival broadcast live and exclusively by Internet from the site. Its aim was to use the Internet for what it is: an interactive medium and not just television, a means of allowing the public to interact with the band from the comfort of their own homes before, during and after the concert.It was a campaign that generated more than 1.400.000 hits and increased WOM of the brand by 526%.