To support freecreditscore.com’s sponsorship of SXSW, extend the reach of the sponsorship and connect consumers with the music side of the brand, The Buddy Group concepted a “pop-up” blog to give consumers “the score on SXSW” through 100 posts in 100 hours, 24-hours-day.

The content included coordination of guest posts, Austin food reviews, concert reviews, band interviews and on-the-street capture of photo of video from SXSW.

The pop-up blog resulted in 94% lift of brand impressions on Facebook and Twitter; a lift of 16% in Twitter followers and 751% in clickthroughs; a 69% increase in positive fan interaction on Facebook; and a 37% increase in YouTube video views.