The "Trina Fiestaca" party proves the potential Web2.0 in order to gather people and get attendance in events. Organised by Arena Media Communications (group Havas Media), the event was promoted by Trina (Schweppes) and brought together 750 people. In just two weeks, 17,000 fans from all over Spain showed, via the web, their interest in attending to the festival… what a cyber buzz!
The festival began online with a media campaign in collaboration with Hill Valley, the producer of the TV show Muchachada Nui. In order to promote the party, the TV show team wrote, directed and acted in three sketches that were released during TV shows. At the end, people were told they could participate in a lucky draw by answering a questionnaire about the TV show, and thus get one of the 250 double tickets to the party.
As a result, approximately 3,600 questionnaires were sent to participate. The communication campaign got 1,025,985 impacts through the Web, and 1,017,000 through Tuenti (also used to communicate the party).
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