In nature, real wolves howl to assemble their pack and identify pack members. Similar to how the fans of Eristoff, so called nightwolves, gather their friends before going out. So we invited people to howl live with real wolves via their webcams in a world’s first online communication between humans and wolves. If the wolves howled back, participants won tickets for the “I love Techno” dance event.
To realize this idea, users were invited to share their howl through a Facebook activation. The campaign used a media server to allow users to record a video with their webcam. A gallery was set up with the howls of all the participants and the best howls were selected to participate in the live event.
For the live event, a satellite connection was set up at the remote UK Wolf Conservation Trust and a livestream was set up between the finalist and wolves.