Overview of this campaign
We aimed to engage the Norwegians during the World Chess Championship with a charming activity which relied on Norwegian traditions. Inspired by the popular and iconic Norwegian knitted sweater, the “Marius sweater”, we invited the Norwegian people to make a brand new design – the “Magnus sweater”.
This sweater was meant as a tribute to our new Chess King and to motivate him to win one more time.
To lower the bar of participation, we created a digital arena on mobile and desktop where people could easily design knitting patterns by playing with pawns, knights, kings and queens. When they had a pattern they felt was worthy of The King of Chess, they would send it to us, and it automatically became a Tweet. People could also share their design on Facebook.
Our goals were:
• 200 000 views per episode of VGs online chess broadcast (web TV)
• Increase brand liking with 2 %
• Increase brand association: “entertainment” with 10%
• Create a simple digital activity that engages the Norwegian public
Results for this campaign
• 240 000 views per episode of VGs online chess broadcast (web TV)
• 60% more unique users than the public broadcaster NRK’s web TV.
• 5% increase in brand liking by the end of the championship (From 43% to 45%)
• 26% increase in brand association: “entertainment” by the end of the championship (from 23% to 29%)
• 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