The teasing campaign for NIBIRU, the new entertainment project on the Romanian Black Sea coast, generated a reach of nearly 110 million on social media and attracted 100,000 participants who transformed their profile picture into an image of an astronaut “who has landed on planet NIBIRU”.
The campaign concept was simple but visually powerful: users could automatically generate a personalized photo showing themselves in an astronaut suit, set within a universe inspired by the project’s theme. The result was a massive social media presence, with feeds “populated” by astronauts in a viral effect that escalated rapidly within just a few days and reached a level of distribution difficult to replicate through conventional media investment.
Distribution was accelerated through a significant layer of celebrity endorsement. INNA, Irina Rimes, Antonia, Alexia Eram, Deliric, Rareș and dozens of other artists, influencers and TV personalities joined the campaign’s mechanics directly through active participation.
Changing one’s profile picture became a public signal of identification and association with the campaign’s universe, with a visible impact on community perception. Every account that adopted the visual identity functioned as an independent distribution node, contributing to the rapid expansion of the campaign’s network presence. Participation went beyond a simple awareness initiative and became an online social connector, actively integrating users into the NIBIRU universe through a clear and immediate reward mechanism. Those who generated their profile picture were automatically entered into a rewards system that includes prizes such as an iPhone 17, a pair of AirPods, ULTRA VIP, VIP or GENERAL ACCESS tickets to the Beach, Please! festival, tickets to NIBIRU festivals, discount codes, or even a pass granting free access throughout the entire summer at NIBIRU.
The campaign is part of the NIBIRU project’s launch strategy. NIBIRU opens on July 16th in Costinești and introduces a new model of coastal entertainment built around a continuous experience, with daily shows, free access along the promenade, and festivals dedicated to multiple music genres.
The organizers bet on a simple participation mechanism and a strong visual element, successfully turning the audience into an active part of the project’s story from the teasing stage onward. The result was the fastest and most organic awareness explosion in Romanian marketing.
Nearly 110 million in reach, achieved in a matter of days through a mechanism that required under 30 seconds from each user — that figure places the NIBIRU campaign in a very short category. The significance of these numbers is explained by context: this level of performance typically emerges around substantial media investment or already established platforms. In this case, the stakes are different; they are built around a universe of experiences, within a new framework that brings together varied entertainment formats in a coherent development. It is clearly the most anticipated brand on the market.
This is, probably, the most interesting part from a marketing perspective: the campaign built anticipation for something that cannot yet be experienced. NIBIRU has no track record, no previous editions, no pre-existing loyal audience. It started from zero and, within two days, became a topic of conversation at a national scale. The teasing campaign reflected the logic of the project itself: not an isolated moment, but a system in which the audience is an active part of the construction from the very first interaction.