  
The Art of Experience – UNTOLD X’s 2025 Marketing and Festival Community
The gates of Cluj-Napoca’s Central Park are about to swing open for UNTOLD X, the 10th anniversary of Romania’s most celebrated music festival. This is no routine milestone; it’s a masterclass in festival branding, community-building, and the evolution of the live event experience. As the world’s eyes turn to Transylvania from August 7–10, 2025, UNTOLD’s marketing and experience strategy reveals why this festival is more than a party, it’s a movement.
A Decade of Identity: Building the UNTOLD Brand
Since its inception, UNTOLD has been relentless in curating not just a lineup, but an identity. The 2025 edition’s visual world is everywhere: on billboards in Bucharest, on collectible passes, in the digital shimmer of the BT x UNTOLD OLED card, and in the streetwear collab with Made by Society. The festival’s anniversary branding is omnipresent—an emblem of belonging for fans who’ve grown up with UNTOLD and for newcomers eager to join the story.
Friendship Packs: Community at the Core
One of UNTOLD’s most innovative moves is the Friendship Pack. At 1,690.10 lei for a bundle, these group tickets are more than a discount—they’re a social catalyst. The campaign is everywhere on social media, with fans tagging friends and organizing squads months in advance. The result? The festival is experienced as a collective ritual, not just a solo adventure. The Friendship Pack’s success is visible in the sea of coordinated outfits, group flags, and the infectious energy of shared anticipation.
VIP Experiences: Elevating the Festival Journey
UNTOLD X’s four-tiered VIP offering is a study in experiential luxury. The VIP Main Stage Pass grants elevated viewing platforms, exclusive hospitality, and priority access, turning the mainstage into a private skybox. The Galaxy Backstage Pass, new for 2025, immerses fans in the techno underworld, offering backstage views and artist encounters. For the ultimate, the Ultimate Experience X layers in personal concierge support, meet-and-greets, and behind-the-scenes tours.
The Secret Garden by Biutiful by Fratelli, meanwhile, remains the crown jewel, a lush, secluded oasis of gourmet dining, signature cocktails, and wellness corners. VIP is not just about status, but about curating a personalized, seamless festival journey.
The BT x UNTOLD OLED Card: Tech as Identity
The 2025 BT x UNTOLD OLED card is a marvel of design and technology. With every contactless payment, the card emits a luminous effect, echoing the festival’s visual theme. Limited to 10,000 units, it’s a collector’s item and a practical tool, streamlining cashless payments and unlocking exclusive perks. The card’s design, inspired by UNTOLD X’s anniversary, is a daily reminder of membership in a global community.
Streetwear & Culture: The Made by Society Collaboration
UNTOLD’s partnership with Made by Society, Romania’s leading streetwear label, is a statement of intent. The exclusive collection is more than festival merch, it’s wearable culture. The collab bridges the energy of the streets with the fantasy of the festival, offering limited-edition drops that fans chase both online and at the Fashion Village on-site.
Digital Engagement: From Hype to Loyalty
UNTOLD’s digital strategy is a case study in sustained engagement. Early bird sales, flash promos, and interactive social campaigns keep the community buzzing year-round. The festival’s app and website are hubs for news, artist reveals, and ticket management. The UNTOLD Creators program, launched in 2024, brings fans into the festival’s creative process, offering workshops and the chance to perform or work behind the scenes.
Premium Positioning: Accessibility Meets Exclusivity
General access passes start at 1,027.45 lei, with special under-25 rates and day tickets for flexibility. VIP and Ultimate tiers, meanwhile, offer a spectrum of exclusivity. The result is a festival that’s accessible to the many, but aspirational for all—a delicate balance that keeps UNTOLD’s brand premium without losing its inclusive spirit.
Cultural Impact: UNTOLD as a Romanian Icon
UNTOLD’s marketing transcends commerce; it’s a driver of cultural pride. The festival’s visuals, collaborations, and campaigns position Cluj-Napoca as a European capital of creativity. UNTOLD’s economic and social footprint is immense, with over 50,000 tickets sold in the first days and a global audience that now sees Romania as a must-visit music destination.
Conclusion: The Magic of Belonging
UNTOLD X’s marketing is not just about selling tickets—it’s about weaving a tapestry of belonging, aspiration, and shared memory. As the festival prepares for its most ambitious edition yet, its community-first, experience-driven approach stands as a blueprint for the next decade of live events. Here, every fan is both guest and protagonist, every moment a story waiting to be told. |
