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. We also used Facebook and Instagram to spread the message that they had to help us to create the supporter outfit of all time
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 (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