Brand Owner: Svenskafans
Date: August 2006
Media Agency: Starcom
Media Owner: Svenskafans.com
Media Channels: Mobile, web
Svenskafans.com is Sweden's largest online soccer community. Since it relies on ad sales for its revenue, it needs to keep user numbers as high as possible.
The problem is that at the end of the 2006 football season, with fans exhausted after the World Cup, users were taking a short break before the European leagues started again.
Starcom saw that giving fans a reason to visit Svenskafans.com during this gap would pay dividends, so it came up with something for them to comment on. First it recruited Hakan Mild, best known for being Sweden's least talented player in recent years, and created a spoof film that appeared to show him doing amazing ball tricks a la Barcelona soccer star Ronaldinho.
The title of the film was "Sweden's most talented soccer artist?" and it was emailed to all members of Svenskafans. The payoff line was that if Sweden's worst player could look so good, then surely the fans could do just as impressively.
Fans responded in droves, uploading a stream of content that had consumers coming back time and again to see new tricks and stunts.
The campaign helped boost visitor numbers to an all-time high -- 20% above the previous record -- as more than 100 videos were discussed on the site. Clips have also been appearing on YouTube and Metacafe, acting as brand ambassadors for the site.
Svenskafans is preparing its next viral campaign.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc