CASE STUDY: Norway. Your Way.
Provided by Skive
Skive devised a competition on behalf of the Norwegian Tourist Board for creatives to upload content inspired by Norway.
What was the Challenge / Background of the Campaign?
Skive was invited to pitch for the Norwegian Tourist Board's 2010 social media account. The brief was to create a campaign that could generate a large amount of user-generated content that could then be used as marketing material.
What was the Campaign Objective?
The objective of the campaign was to increase the number of people choosing Norway as a holiday destination and raise awareness of what the country can offer. The campaign was also required to generate a large amount of User Generated Content that could then be used as marketing material - all without any ATL advertising budget.
What was the Solution?
Skive / We Love Mobile ran a competition running across 5 European target markets to win a 10-day adventure holiday journey across Norway. Entrants were invited to create their own content inspired by Norway and upload it to a campaign microsite. They were then encouraged to post a link to their entry on social networks where their friends could 'like' their entry. The more 'likes' they got, the more chance they had of winning. A teaser video was created that was viewed by over 15,000 people.
What were the Results?
- 1423 entries across five markets, with 1500 shares on social networks.
- 550 total units of conversation across 63 forums and 37 blogs.
- The site enjoyed 31,413 views in the run up to the trip and average dwell time was 6 minutes.
What were the Key Learnings of this Campaign?
Sponsors were also taken on board including Norwegian Airlines, Avis and Kodak. Top Tips that we learnt from this campaign: 1) Appeal to people's vanity - their vanity may be more of an incentive than the prize itself.
2) Nail your Ts and Cs, make sure you're completely covered. Prepare for the worst, it's likely to happen.
3) Asking users to create content is a massive barrier to entry, so make sure the entry mechanic is user friendly.
4) Sharing is Caring - Make sharing the UGC on social networks easy - if it's hard users will be less likely to do it.