💨 Abstract

The Way Out West festival in Gothenburg, featuring artists like Charli XCX, Iggy Pop, and Pet Shop Boys, sold out quickly, prompting an unusual promotion. Fans were encouraged to sign up for the Swedish National Donation Registry for a chance to win tickets, dubbed "The Kidney Pass." Over 2,000 people signed up, exceeding the daily average. The campaign aimed to raise awareness about organ donation and add urgency for potential donors.

Courtesy: Danni Scott