Stockholm might sound like pretty safe place but if you're a fan of Stieg Larsson or the original version of "The Killing" you'll know that there's a dark side to all that Scandinavian good life. So the latest marketing effort from Taxi Stockholm capitalizes on tourists' appetite for "Nordic Noir" with an an interactive tour of Stockholm's notorious crime spots.
Taxi Stockholm (whose previous impressive marketing efforts include Taxi Trails, a digital tourist guide using GPS data, as well as sending customers who were afraid of flying on an international road trip as a stunt) has launched the crime trip as the first of a series of interactive tours called "Explore Stockholm." The idea is that tourists can choose where they want to go in the city (others will include a City Tour and a celebrity-themed tour). It will include audio, video and narration on screens in the back of the cab, matched to GPS positioning so you can look and see exactly where crimes such as the assasination of Sweden's prime minister, Olof Palme, in the 1980s took place. Agency Yours and production company Pointbreak worked on the project.