Pukkelpop is a famous festival of alternative music that has been happening in Hasselt since 1985. With hundreds of headliners and visual experiences, Pukkelpop is one of the biggest European festivals. Since last year, the festival has extended to the digital world for the first year.
In collaboration with Proximus, Pukkelpop was rebuilt into the Roblox world! So now, no matter where you were, you could enjoy the atmosphere and experience of the festival. The virtual festival had its own headliner ISE, and multiple minigames, and allowed gamers to win tickets to the real-life festival.
Adshot devised an influencer marketing campaign to get as many players as possible to visit the virtual Pukkelpop. Adshot partnered with influencers to create content on Twitch and TikTok to raise awareness of the map and the event. The influencers themselves participated in playing the map while streaming it online and sharing details about it on TikTok.
At the Pukkelpop stand in Roblox, gamers could play a mini-game in which they received a unique voucher. Adshot created a website where they could exchange the voucher to enter a giveaway to win two tickets to the real-life festival.
The campaign reached 2 million people on TikTok, and 155000 people viewed the Twitch streams. The TikToks were shared over 800 times! This led to 10,000 players who entered the virtual festival and enjoyed this unique experience!