How do you get people to listen to audiobooks at a music festival? By turning the festival’s least loved spot into a must-visit destination.

The campaign not only exceeded its goals but also drew attention from festival-goers and the media alike.

+272% more visits than targeted (8,000 in total over three days), over 65,000 listening minutes, and viral reach on social media. The activation was also featured in national media and has sparked interest in being reused at more festivals in 2025.

Double Gold at Gyllene Hjulet 2025

Miltton was responsible for strategy, concept, creative direction, copywriting, event design, and motion graphics. Social media production and strategy were carried out by Brandworks.