The Cool Balaton Aura campaign linked an online DJ talent search, audience voting and an on-site stage. The selected acts also received the chance to perform at STRAND.
This lets the brand build a database and user-generated content even before the festival, then turn that digital activity into a physical experience.
Summary
CBA built a more complex campaign than classic festival sponsorship: its own sound bank, an online competition, audience voting and a festival performance were all connected.
