Create anticipation for a lavish and secret gig Volvo were hosting in London. The gig was part of Volvo Subject60 a tour of five influential European cities: Berlin, London, Paris, Milan and Madrid, to promote the Volvo S60.


We identified, approached and secured affiliations with 5 of London’s most influential cultural bloggers.  Over a specified timeframe they broke news about Subject60 and hosted clues to win tickets for the secret event via an interactive widget they hosted for us. They took the virtual into real time by hiding keys in areas that defined their blog, the keys allowed access into the party and clues were given via the widget..


  • Event reached capacity.
  • Affiliation with UK lifestyle leading blogs achieved 20 items of coverage.
  • We also received 10 items of post-event coverage.