IN-HOUSE ROLE
A group of Glastonbury musicians had built a loyal following around their shared love of the 376 bus service between Somerset and Bristol. To mark 3SEVEN6’s first anniversary, I developed a campaign that brought the story to life by putting the DJs - alongside local duo The Bad Cowboys - aboard the bus that inspired them. The result combined a distinctive human-interest story, live carnival activation, media relations and highly shareable social content, celebrating the freedom and connections the 376 provides for rural communities.
Campaign highlights
The carnival bus everyone talked about
A one-off activation for First West of England became a major media and social-media success, generating more than 2 million views across the highlighted content alone.
The carnival bus
everyone talked about
A double-decker party bus carrying DJs and musicians through Glastonbury Carnival became a major media and social-media moment.
The carnival bus
A specially created double-decker party bus brought DJs, musicians and a moving stage to the heart of the carnival.
Combined video views
User-generated videos attracted more than 2 million views across Facebook, TikTok and BBC social channels.
Views on one post
One independently shared TikTok video attracted more than 1.2+ million views and thousands of interactions.
Watch on TikTok
Views on one post
Another user-generated carnival video achieved more than 300,000+ views, extending the campaign beyond owned channels.
Watch videoFacebook views
First West of England’s campaign post attracted more than 136,000 views on Facebook.
Views on BBC video
BBC Somerset’s carnival-bus video generated more than 106,000 views and hundreds of public interactions.
Watch BBC videoIncrease in followers
3SEVEN6’s Instagram following more than doubled as the carnival content attracted new audiences.
Increase in views
YouTube views of a specially written 376 song rose by 367% during the campaign period.
BBC Somerset
BBC Radio Somerset
BBC Bristol
Bristol Live
BBC regional television
The activation secured online, radio and television coverage, taking the story beyond social media.
People became the storytellers
Spectators filmed, posted and shared the bus themselves, creating valuable user-generated content without paid promotion.
It will go down in carnival history, I’m sure.
Senior stakeholder feedback
A monster has been created! They want it back every year.
Glastonbury Carnival chairperson
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