2014 Finalist

VG Chess World Championship 2013

VG

Oslo, Norway

Category Social Media

Media associated with this campaign

Overview of this campaign

  • Be the preferred media house for following the Chess World Championship 2013 (without having the official broadcasting rights).
  • Create a buzz and make the chess games be on everyone’s lips.
  • Get the average Joe (not only the traditional chess enthusiasts/geeks) to follow the World Championship in Chess on VG 250 000 views of VG documentary about the chess player Magnus Carlsen 60 000 views per episode of VGs live online chess broadcast of the Chess World Championship 2013
  • Increase knowledge in the Norwegian population about VG’s sponsorship of Magnus Carlsen by 100% (from 10% to 20%)
  • Increase top of mind (unaided awareness) of VGTV from 24% of the population to 27% of the population by the end of 2013

NB: SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID. OR USE THIS URL: http://icecube.cc/player.aspx?video=dde24a8b-64ce-485f-9920-8653a1e698dd&player=83f32606-50b6-4d4e-a2d0-208710c1fca2&station=1fc2bbfc-95fc-4c10-8757-4e4c6d7eec0f&width=900

 


Results for this campaign

The results were beyond expectations - we had created Chess euphoria!

  • 6 of 10 Norwegians followed the Chess Championship and Magnus Carlsen’s Facebook page went from little over 36 000 followers to over 235 000 in three weeks!
  • In the second week of the games we had more unique users at VGTV than the Government owned National Broadcasting station, NRK web-TV. And they had the rights to the event. This is also the first time “the small and new” brand VGTV takes down the “large and settled” brand NRK. VG’s coverage of the championship was seen by Norwegians all over the world.
  • 680 000 views of VG documentary about the chess player Magnus Carlsen!
  • 330 000 views per episode of VGs live online chess broadcast of the Chess World Championship 2013!
  • The knowledge for our sponsorship increased with 170%!
  • Top of mind VGTV: Increase in top of mind by the end of the championship: 17%. Increase by the end of the year: 25%.

NB: SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID. OR USE THIS URL: http://icecube.cc/player.aspx?video=dde24a8b-64ce-485f-9920-8653a1e698dd&player=83f32606-50b6-4d4e-a2d0-208710c1fca2&station=1fc2bbfc-95fc-4c10-8757-4e4c6d7eec0f&width=900

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory