flamin' Hot Soundfest - Cartel Media

LAYS FLAMIN
HOT SOUNDFEST

TOTAL REACH

TOTAL IMPRESSIONS

DELIVERABLES

Public Relations: Media Buying & Distribution, Event PR, Media Relations

Overview

Pakistan’s biggest & hottest concert of 2021, Flamin’ Hot Soundfest, rocked the socks off Lahore. Three of Pepsi’s biggest snack brands battled it out in a fiery showdown to claim the title of the hottest chip in town! Lays Pakistan revived concerts in the city after an eventless few years due to the pandemic. So with a sizzling hot lineup of today’s top artists including Hasan Raheem, Shamoon Ismail, and Maanu, along with a live audience of over 2000, a brilliant PR Strategy was needed to keep the hype at a high before, during, and after the event.

The Why

Lays challenged us to make their event as loud as possible. Targeting an audience through a PR strategy that would make their large-scale event the talk of the town required strategic placements of media, talent, and digital assets. They also selected Cartel for on-event guest list expertise because they wanted to fill the concert’s audience with the right faces and vibes.

The Event

Taha G started the showdown with his exciting opening act. Fireball, Maanu, was rallied for #TeamCheetos with his infectious vibe which took over the stage, followed by Hasan Raheem for #TeamWavy. Hasan’s melodious sound with a hint of Flamin’ Hot beats was enough to heat up the dance floor!

Trailblazer and heartthrob Shamoon Ismail, performing for #TeamKurkure, created a whole different type of electricity when he hit the stage. The crowd sang all his songs, and the magic being made could be heard across the entire festival grounds!

In the end, the vocal powerhouse Umair Jaswal made the audience roar with his grand finale featuring a firework display that will be remembered forever. Along with flamin’ hot music, people were loving the merch & snacks designed with Pepsi’s infamous chips that took good vibes to a whole new level.

When it came to good ol’ festival munching, an array of food stalls kept the crowd full with good vibes and even greater food! Mastani created an epic blend of chaats topped with Kurkure Toofani Mirch. Meanwhile, Melt produced a festival menu of snacks that were indeed Flamin’ Hot because of their fun use of Cheetos. Last but not least, Muneeze Khalid incorporated Lays Wavy chips in festival foods like sliders and cheeseballs. Together, each vendor matched the vibe of Soundfest, leaving everyone HOT for all this yummy goodness! The whole event was picturesque, from the stage to the people, bringing a love for music and food all into one area.

The Way

ROAD TO RAVING PUBLICITY

The event PR strategy for Flamin’ Hot Soundfest was simple: make it viral! With so many Instagrammable moments throughout the night, our collection of impressive content was ours to distribute both organically and in paid media.

The goal was to create the ultimate #FOMO! Cartel PR leveraged its strongest media relationships with the talent’s media platforms and designed press content that was viral-worthy to drive instant buzz surrounding Pepsi and Lays. On Instagram, the newsfeeds belonging to publications and influencer talent were categorically curated to disseminate the most eye-catching and praise-worthy moments of the festival. By maximizing content coverage on-event in both video and pictorial form, the mass response was that this event was truly one that shouldn’t have been missed, and moreover created a grand demand for the concert to become translocational across Pakistan.