Relevance & Reputation

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Case study

Isle of Wight Festival

Challenge

Creating a virtual festival and entertaining fans

Due to COVID-19, the Isle of Wight Festival 2020 couldn’t take place. Our objective was to come up with a digital campaign to create buzz and excitement across the weekend that the festival would have been held.

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How

Celebrating live music via social media

To engage with the Isle of Wight Festival fans around the time when the festival would have been held we created a social media driven campaign, #IOWFestAtHome – giving fans everything they needed to have an Isle of Wight festival experience at home.

To coincide and amplify broadcasts of past Isle of Wight Festival footage on Sky TV & Absolute Radio, we created different digital activations that were a play on what people would have experienced at the festival in real life.

  • We created over 25 bespoke pieces of content and activations which went out across the 5 day social campaign, including:
  • Virtual tickets, wristbands & a home festival map
  • Instructions on building a tent with items from household items
  • Exclusive video content from previous IOW performers
  • Themed dress up day
  • Recipes for festival food
  • Kid zone activities & competitions

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Results

2.4 million impressions
250K engagements
+10K new followers across channels
2000 UGC images shared from fans using #IOWFestAtHome
Artists showing support by sharing the content on their social channels – Paul McCartney, Queen, Adam Lambert, Noel Gallagher, James, Biffy Clyro, George Ezra, Kasabian, Fat Boy Slim, Groove Armada, Manic Street Preachers.

  • 2.4

    million impressions

  • 250K

    engagements

  • +10K

    new followers across channels

  • #IOWFestAtHome

    2000

    UGC images shared on the hashtag