Today, Sweden is one of the world's most successful exporters of popular music and has become a powerful brand: manifested as "the Swedish music wonder". The brand is built by many actors, for example by the organisations Export music Sweden and Musiksverige. This paper is focusing on cases from 2016 building the Swedish music brand: including the website Swedish affair and digital platform Showcase Sweden, a collection of creative works from Sweden: music, games, clothes, films, advertising or TV-drama. Around the digital platform physical nodes are built, in order to create real meetings with the target groups – which seem to be important in an overloaded and "noisy" social web. For exampel the Nordic Light house was created on the big music festival South by South west in Austin, US, having show cases, workshops and networking for the music industry. During the festival there was also active work to engage audience at the venue in social media; to use the hashtag swedishaffair, create and spread pictures/films of the festival activities. This co-creation was seen as important in the on site brand building and the extension of it. Research shows that a brand gets stronger when it is involving with the audience, and creating first hand experiences and feelings, more than the digital media can do by itself. This study is looking at the implication personal and place bound experience has on a social web campaign, using concepts as digital communication, social imaginary, cultural, place and nation branding.