Pizza with or without pineapple? Waxed or jungle mode? BBK Live or MadCool? We began by inviting people to play and win tickets for their favourite festival on social media networks.

Field research was then conducted at the festivals by creating different interactive installations. Data Gates were installed at the main entrances, and Data Walkers would collect data in the crowds. The bar was slinging Data Cocktails, and the Data Bull was rocking the millenials’ socks off all day and night.

At the same time, we created an interactive Q&A online game which would generate a personalised line up for you to use at the festivals. The questions were strongly related to the inner culture of the events, combining 3 topics: music preferences, festival behaviours and consumer insights. The user in exchange got the opportunity to win free tickets to make their line up come true.