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By Steve Mullins. Swedish newspaper Aftonbladet last month held a series of online live concerts to promote its Rockbjörnen Music Awards, giving away 140,000 free tickets to music fans around the world.

The Live-Löpet – or Live A-Board – campaign boasted an interactive digital live arena presenting concerts from some of Scandinavia’s leafing artists. Bands perform live from the Aftonbladet studios, with the gigs streamed live online on the dedicated website via unique fan access codes.

Live-Löpet ran from 17^th to 25^th August and featured concerts from Mando Diao, Robyn, The Ark, Eric Saade, Salem Al Fakir, Ola and Anna Bergendahl.

“Just like at a traditional concert, the audience can interact with each other and the artist,” says Aftonbladet. “By pressing buttons on the Flash app users can applaud for an encore, take pictures to share via Facebook, or e-mail or call out to the artist or friends in the virtual arena. Concertgoers can also see what their Facebook friends are up to during the concert. It’s a real-time experience for the artists who interact with fans through cues received on a large screen in the studio.”

“Aftonbladet has its finger on the pulse of its customers’ changing behaviour and asked us to create a unique format to deliver something timely and totally relevant to them,” says Tom Beckman, senior partner and creative director, Prime Group, which helped put on Live-Löpet. “Music is at the heart of every person’s life so we took the idea of a live concert and gave it a new meaning, crossing the boundaries of technology and physical space to achieve what we believe will be the start of a whole new way of bringing people together for a mass experience using the web, technology and people themselves.”