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Sweden's Summerburst turns fans into influencers


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Sweden’s Summerburst turns fans into influencers
Via a partnership with Society Icon, the Stockholm EDM event is inviting festivalgoers to become social ambassadors for the festival and its partners
The late Avicii performs at Summerburst 2015
image © Herman Caroan/caroandesign.com (CC BY-NC-SA 2.0)
Sweden’s Summerburst will this year invite all festivalgoers to work with it on campaigns and around events leading up to the festival this summer.
The Live Nation-owned dance music event, which this year celebrates its tenth edition, is asking fans to become ‘Summerburst Icons’ via a partnership with influencer marketing platform Society Icon.
Using Society Icon’s technology – which connects companies with fans and customers, or ‘icons’, who market the brands via their own channels – the festival is aiming to “build a community of its own where everyone, regardless of their number of followers on social media, are welcome and can enjoy exclusive material and offers,” according to a Society Icon statement, and “apply for campaigns they want to work with – both with the festival directly [and] even with the festival’s partners.”

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