2011 was the fourth year that Velvet provided luxury loos at Electric Picnic. In previous years activity was centred on the festival itself but this year Velvet wanted to extend awareness of the brand and its eco-credentials beyond the festival and festival-goers.

The "Can Music Grow Trees?' Facebook App and campaign was designed to build Velvet's Facebook community in the lead up to the Festival, engage a broad spectrum of consumers and promote Velvet's commitment to planting 3 trees for every 1 tree used.