Freixenet Fireworks Twitter Festival
Freixenet wanted to celebrate the 2013 San Joan Party (the shortest night of the year, and the celebration of the beginning of the summer) in a notorious fashion, while doing so in a highly innovative way that relies heavily on a digital component format.
The idea was to have the first ever firework festival activated from Twitter follower’s personal accounts.
Using a wide range of hashtags related to Mediterranean culture, Freixenet Twitter account followers could turn on each of the different fireworks and dedicate it to whoever they wanted to.
It was supposed to be a wonderful and magnificent show, but it did not end up taking place.