Popaganda Music Festival: The Live Quiz Release

Objective

Popaganda Music Festival, held August 30-31, 2013 in Stockholm, needed to generate buzz for its artist lineup announcement. The festival used a live music quiz format to reveal bookings, leveraging the insight that indie music fans love demonstrating superior knowledge of music. The campaign aimed to create organic social media momentum while building anticipation for the event.

Solution

Saatchi & Saatchi Stockholm created an interactive live music quiz where three bands performed cover versions of songs by the festival's booked artists. Fans and music journalists participated by tweeting the correct artist name with hashtag #popa13 to guess the full lineup. The first person to correctly identify each artist and tweet their guess with the hashtag won a festival ticket. The campaign was distributed via Twitter with a livestream component, turning each correct guess into a viral moment as booking news spread organically through successful tweets.

Results

The hashtag #popa13 trended on Twitter, validating the campaign's core insight about indie music fans' engagement. Beyond the trending hashtag, specific metrics including total participants, reach, impressions, or ticket conversions were not publicly disclosed.