The Brief: to create an awareness campaign that would engage a wider Calgarian demographic to ReggaeFest.
Our campaign focused around the concept of a “Rastagarian” movement. Rastagarians are Calgarians of all ages, shapes, sizes and colours who celebrate the values of Caribbean culture and Reggae music.
T-shirts with the message “I’m a Rastagarian” were distributed throughout the city to help create awareness and promote the movement. Transit and out-of-home posters drove viewers to the ReggaeFest facebook page. We used facebook and twitter to engage viewers by posting messages, challenges and clues to where and how T-shirts could be won. People were encouraged to replace their personal status picture with new ones available from the ReggaeFest facebook page for a chance to win free tickets or T-shirts.
Consistent engagement with the audience using facebook and twitter increased the ReggaeFest fan base and successfully created more awareness and turnout for the event. Long live the movement!
