TRNSMT is a music festival in Scotland that began in 2017 in Glasgow (effectively replacing the long-running T In The Park) and has turned its 2020 line-up announcement into a digital scavenger hunt. We have seen artists do this a lot, often using Landmrk as their platform partner, but we’re not aware of an entire festival doing something like this.

Starting today (26 November at 4pm GMT), a series of clues and questions relating to UK music venues will be seeded online and fans will have to crack them to unearth a variety of interactive badges as well as the names of a number of the acts playing the festival next July. There is an interactive map to go with the competition and players enter in the location of the venue they think the clues are alluding to and then find the special TRNSMT Marks The Spot logo which, when clicked, will reveal the name of one of the acts performing. Fans can then share their answers on Facebook and/or Twitter where they will compete against others to win a pair of weekend tickets to the festival. It is also a race against time as all players only have five minutes to find each location in question.

We can only presume this is for acts slightly down the running order from the main stage headliners (as they will almost certainly have their own promotional and announcement demands), but it is great to see an event take some of the well-established tricks of artist marketing and use them to promote themselves. Tickets for the festival go on sale this Friday (29 November) and this is a nice way to build up a bit of anticipation in the days beforehand.

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Music Ally's Head of Insight

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