2015 Winner

The «Magnus-Sweater» - A tribute to Chess World Champion, Magnus Carlsen (2014)

VG

Oslo, Norway

Category Digital Audience Usage and Engagement

Media associated with this campaign

Overview of this campaign

Be the preferred media house for following the Chess World Championship.
Create engagement through a digital campaign that paid tribute to our Chess King, Magnus Carlsen!

Our goals were:

  • 200 000 views per episode of VGs online chess broadcast (web TV)
  • Increase brand association: “entertainment” with 10%
  • Increase brand liking with 2 %
  • Heighten the interest for the World Chess Championship
  • Create a simple digital activity that engages the Norwegian public

Results for this campaign

Results

  • 240 000 views per episode of VGs online chess broadcast (TV)
  • 60% more unique users than the public broadcaster NRK’s web TV.
  • 26% increase in brand association: “entertainment” by the end of the championship (from 23% to 29%)
  • 5% increase in brand liking by the end of the championship (From 43% to 45%)
  • The «Magnus sweater» site had 154,000 unique users, all of whom on average spent 3 minutes and 19 seconds on the site. (Normally users spend 49 seconds on advertisement driven sites.)
  • Bouncrate was only 21, 59%! (Normally this is around 70%)
  • 10 000 000 knitted stiches

SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID- OR USE THIS LINK http://icecube.cc/video/vg/chess2014


Contact

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