ABOUT

The FestivalBuddy is a project that allows people from all over the world to attend a festival in a groundbreakingly new way via festivalbuddy web and Festival Buddy application. The campaign was honored with Bronze at London International Awards (LIA) 2015 in Branded Entertainment / Live Experience category.

The challenge
Telekom, as the main sponsor, provided full 4G coverage for the greatest summer festivals in Hungary. How can we make this interesting to non-festivalgoers and make people experience the Telekom 4G network's superiority?

The idea
We eliminated the physical borders of the festivals by creating the Festival Buddy. It is an interactive, telepresence tool, which made both festivalgoers and non-festivalgoers experience at first hand, how magical a reliable 4G connection can be. They could not just talk to each other, but even have physical contact by simply pushing a button: for example, somebody from outside was able to squirt somebody in the festival.
At festivalbuddy and in the native applications, people could connect to the Buddies, control them and interact with the festival people. Or they could follow the live stream from this very unique, POV angle, which was basically a user-generated – but also branded – content.

The results
The Festival Buddies managed to attract people's attention inside the festivals, so people were happy to interact with a brand, willingly. And outside of the festival? During the 3 festivals (52 active hours) we had 2000 connections established, and we managed to show the festivals from a unique angle to 54.000 people. It was so successful that it will be continued next year.