The organisers of the Summer Up Festival are risking one hell of a vengeful lightning storm ruining the days of its attendees, thanks to a marketing stunt involving 1,000 cardboard bottoms being placed outside Helsinki Cathedral.
The stunt has been intended to go viral, and it's worked. Residents are stealing the cut-outs featuring Minaj from her Anaconda single artwork and distributing them around the city and posing with them, sharing the images on Twitter with the required marketing hashtag of #MyNicki. The festival takes place over the first weekend of July, in the Finnish town of Lahti. [NME]