Mondelez: BELDENT RANDOM MUSIC FEST MOBILE APP

Credits & Description:

Advertiser: MONDELEZ INTERNATIONAL ARGENTINA
Agency: +CASTRO
Category: Best Use of Mobile Devices
Advertiser Supervisors: Ángel (MONDELEZ INTERNATIONAL LATAM)
Advertiser Supervisors: Diego Serantes (MONDELEZ INTERNATIONAL LATAM)
Interactive Director: Juan Riva (THE PASTO)
Advertiser Supervisors: María Mujica (MONDELEZ INTERNATIONAL LATAM)
Proyect Assistant: Florencia Arrizabalaga (+CASTRO)
Advertiser Supervisors: Pablo Tibaldi (MONDELEZ INTERNATIONAL LATAM)
Account Executive: Sebastián Zuddio (+CASTRO)
Innovation Director/Executive Producer: Pedro Saleh (+CASTRO)
Interactive Manager: Agustín Mende (THE PASTO)
Creative Team: Francesco Vicenzi (+CASTRO)
Innovation Director: Nicolás Pimentel (+CASTRO)
Producer: Pablo Del Bosco (+CASTRO)
Interactive Art Director: Pablo Maffezini (THE PASTO)
Creative Team: Darío Rodríguez (+CASTRO)
Planner: Juan Manuel Jofré (+CASTRO)
Advertiser Supervisors: Manuel Loitegui (MONDELEZ INTERNATIONAL LATAM)
Advertiser Supervisors: Sebastián Scasso (MONDELEZ INTERNATIONAL LATAM)

Strategy
Beldent’s target is millennials and millennials’ relationship with music and technology is very close. It is known that in every music festival with young people there’s an always-present element: the mobile phone. Pictures, tweets, posts, messages and videos: technology has turned it into a “main character” in people’s life that helps to register, interact and share the experience with friends. In a festival such as Beldent Random Music Fest, born in digital and bringing a new way to live a concert to the real world, the mobile phone was the perfect tool to boost the whole experience. We used mobile phones in a way they were never used before in a concert. We developed a mobile app with new-exclusive functions to live the festival to its full. Only a brand that knows its target very well can achieve that.

Execution
The designed application, that could be downloaded from Google Play and the Apple Store, detected the song that was being played at the moment and showed the lyrics so that everybody could sing along. And the screen changed its color to resemble the one of the stage where the music was played.The audience also decided who would play the encore to close the festival voting from the application and twitter with the hashtag ENCORE followed by the name of their favorite band. We showed the ranking live at the concert through all the LED screens, so fans could actively support their bands until the very last minute.At the end of the show, the application also helped reuniting friends through a virtual map were they could select meeting points.

Effectiveness
More than 35% of the 10.000 millennials that participated in the Fest downloaded the app and more than 80% of them voted to choose who would play the encore to close the festival. The application had a 4.5 over 5 stars review in the android app store.