The Guardian ran an extensive promotional campaign across its print and online portfolio:

• promotional advertorial features
• coverwrap and up page festival programme in The Guide
• extensive microsite
• blogging from the festival onto the GU Music blog
• retrospective advertorial after the festival for those who missed this year’s event

Several weeks before launch, we seeded information about the festival with key members of the blogosphere – both in Second Life and real world technology and music blogs.

The postings were important because they:

• offered credible comment on SL and what Intel and the Guardian were planning
• encouraged debate amongst communities who are traditionally cynical of corporate branded events
• spread the word across the internet

As well as blogs, PR coverage included extensive media industry articles, NME and the front page of the official Pet Shop Boys website.

A myspace page offered the perfect medium to communicate with the technology savvy target audience. Many of the bands who were performing have a loyal following on myspace and were keen to add messages of support to the Secondfest page. Within a few days, the page received nearly 200 friends and many postings.

A Twitter community sprang up to discuss the forthcoming festival and who might be playing – lots of rumours added to the debate and anticipation.

Secondfest was also discussed on the gossip website Popbitch – some people were baffled and many more were intrigued.