Black Noise Festival in Matra Mountain hosts subculture artists missing from the bill of major festivals. Our technologically endorsed campaign was true to this spirit and successfully represented the 'genius loci'. Most alternative music blogs and cultural magazines reviewed the campaign. Fans of the festival and its performers also joined the choir on social media. We also set off a competition for aspiring composers to win festival tickets and experience the real Black Noise at the festival. Not only did the festival's core community praise it, but it was recognised by people all over the region, extending the festival by one day.