Campaign details

Brand: Indio
Lead Agency: Starcom/ Publicis
Region: LATAM

Strategy

Objective

Indio has been building a connection with the Vive Latino music festival for the past eight years. This year, the brand wanted to expand this partnership by doing creative activations that could enhance the experience of their audience before and after the festival.

Target Audience

18 – 45, Mexico, interested in Latin and English Rock.

Creative Strategy

Raise awareness of Indio by sponsoring Vive Latino and creating special integrations using a custom Spotify API. The API allowed the user to connect their Spotify account to see how familiar they were with the music of the festival and every week we gave away 13 double passes for the users that were the biggest fans of the festival. We also, took the fans to the branded profile of Indio that had playlist of the festival to help them get familiarized with the artists and by using Spotify Codes, we drove traffic to Indio's branded profile. These Spotify codes were printed in Indio beer cans, bottles, glasses of the festival and points of purchase of the beer, such as supermarkets, convenience stores (OXXO).

Context