Warner Music – Groovin The Moo

Illy #Hashtag Campaign

Warner Music Australia

Illy #Hashtag Campaign

To create an experience that drove awareness around Illy’s new track ‘Cinematic’ whilst connecting fans with the festival itself.

The Creative Shop designed an experience, whereby punters could contribute and have their very own content incorporated into the visual effects displayed during Illy’s track – Cinematic. Festival goers at Groovin the Moo, were encouraged to capture images of their experience via instagram, before applying the hash tag handle #illycinematic and having these images displayed on the big screens that accompanied Illy on stage. Cinematic, being the art of motion picture photography as well as one of Illy’s most popular tracks, was a perfect marriage for an activation of this nature and allowed for fans to really feel part of the experience by contributing to how the show rolled out. Groovin the Moo kicked off on April 25th in Oakland South Australia, before stopping in at Maitland, Canberra, Bendigo and Townsville before finishing off in Bunbury WA on the 10th of May.