Being a sponsor of Magnus Carlsen, a 23-year-old resident of Norway and the No. 1 ranked chess player of the world, VG wanted to create the largest chess promotion of all time of the World Chess Championship 2013 in India.
One big hitch: We did not have the broadcasting rights.
Our solution was to make chess accessible and entertaining for the average Joe and engage the audience through social media and a huge multi-media campaign.
The results were beyond expectations.
In the second week of the games, we had more unique users than the government-owned national broadcasting station that had the rights to the event. The knowledge or our sponsorship increased by 170%, and six of 10 Norwegians followed the chess championship.
As you can see from this video we created about our efforts, we created chess euphoria! And, of course, our man won.