Year

2013

Digital Strategist

NATALIA CARRANZA

Agency

E-UREK

Client

SMINT

Primavera Sound is one of the biggest and most important Spanish music festivals. Smint was one of the sponsors and wanted to have presence. But not only with a simple stand: they wanted attendees to think about Smint as a young, bold, fresh brand by making a memorable and relevant action.

Playing in Primavera Sound is the dream of several music bands and it is also a place where music fans can discover new groups. So we came up with the idea of making a contest for emerging bands. Some weeks before the festival, music bands could upload their candidature in an app that we developed. Then Smint fans voted for their favorite one and those with more support played in front of a jury formed by Primavera Sound staff. They chose the ones who, finally, had their opportunity to play in this unbeatable location.

Thanks to this action, Smint, which was one of the smallest sponsors, obtained one of the highest brand visibilities.