bTV Media Group

The Voice of Bulgaria: Watch me on the stage!

The Voice of Bulgaria is one of the most popular music shows. Each year the fans and participants are growing, reaching new sky limits, challenging the jury and developing a strong fan community. During the years the communication platforms changed and upgraded starting from a simple website, the first Viber sticker’s package, an official page in Facebook, moving to 360° virtual studios and digital extensions. The newest Instagram channel exceeded 35k followers. The challenge – how could we continue keeping the fans engaged?

We created a digital brand activation – Watch me on the stage. Instagram filter in a multiplatform project developed in partnership with one of our clients AVON. The idea – easily accessible visions for fans to apply on their faces in real time, and share selfies afterwards.

The campaign ran in 3 stages in 1 month: preliminary – with an upload of the filter on Instagram; main – launched during the first live concert and a targeted campaign on our media’s websites; final – in the week after the show’s finale.

The result: we managed to use facial technologies and thrive through a beloved format of bTV.
60k impressions on Instagram – organic reach. 13k people, more than the capacity of the largest music hall in Bulgaria, opened the filter and 2000 got “on the stage”. The filter reached over 50k devices, 500 people shared selfies, and bTV became the first Bulgarian media to implement a high-tech augmented reality project for a top TV show on Instagram.