Mike O'Brien covers all things digital marketing as a reporter for ClickZ and Search Engine Watch. His work has also appeared in The New York Times, Mashable, The Brooklyn Paper, and various other publications between New York and Oregon, where he earned a Master's degree in journalism in 2008.

Heather Fletcher is senior content editor with Target Marketing.

Romania has one of the worst rates of blood donation in Europe. Of a population of 20 million, only 1.7 percent have ever donated blood and very few of them are young people. To raise awareness and get that number up, the National Institute for Blood Transfusions partnered with Untold, where artists like Avicii and David Guetta will play in the Transylvanian city of Cluj next weekend, for the unorthodox payment plan.

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