Dracula must be seething with jealousy right now as Transylvania’s Untold music festival convinced hundreds of music fans to hand over pints of their blood. The festival organizers offered steep discounts on tickets for festival-goers who gave up their much-needed plasma at blood donation centers around Romania. Free day passes to the festival were handed out during the first weekend of the blood drive. After that, people giving blood at one of 42 donation centers around the country were offered almost 30 percent off the $97 four-day tickets.
Romania has one of the lowest blood donation rates in Europe – just 1.7 per cent of the population donate. The festival organizers developed the idea and then worked closely with Romania’s National Institute of Blood Transfusion to roll out the campaign. The campaign was so successful that some donor centers ran out of fridge space for blood bags and had to turn hundreds of people away, asking them to return another day.
The new festival, which featured headliners such as Avicii, David Guetta and John Newman, received international attention because of the drive. The campaign was created by McCann Bucharest, who have also worked with brands such as Coca-Cola, Vodafone, and Pizza Hut.
Images via Untold Festival