Game on Facebook

adidas came to us with the adizero f50 miCoach + SPEED_CELL™. It’s the first ever football boot with a brain. SPEED_CELL™ is an advanced device with a micro chip and an accelerometer. If you put it in the adizero f50 miCoach it records speed and movements in 360 degrees.

You work out, you connect it to your computer or smartphone and you will get all the stats on your workout or game, such as distance covered, top speed, number of sprints, time in practice and distance at high intensity.

adidas football in Sweden and Norway wanted to activate and educate the target audience about adizero f50 miCoach + SPEED_CELL™. The challenge was to show the benefits of a physical product online.

We decided to create a game on the global adidas football page on Facebook. The game had four different levels: race, dribble, shoot and defend.

Just like miCoach would in real life, after playing a game you could see distance covered, top speed, number of sprints, time in practice and distance at high intensity.

Since we wanted people to spread the word, a wall post was created when you played your first game. A highscore list and a list showing your friends’ top scores created competitiveness, and incentives to challenge your friends. You could also share your stats to make it visible in your newsfeed.

After just a few days, we knew we had succeeded. More than 520.000 games were started and 185.000 finished. On average, a player started the game more than 42 times and finished it more than 14 times! In terms of the number of fans, the adidas fanbase in Sweden and Norway saw a 92 % increase. And 80% of the target audience on Facebook was reached.

Facebook competition

Coop is one of the food retail giants in Sweden. Vår Middag (Our Dinner) is their brand for weekly home deliveries & pick-up of ingredients + recipes. Vår middag wanted to build more awareness for their brand and grab a larger market share.

The first step for us was to create their Facebook page. To recruit fans and get initial engagement we launched a competition on Facebook. We made six videos with kids describing one meal in each video, without mentioning the name of the meal.

Each week there was a new video and the task was to guess what meal the kids were describing among the six different alternatives given.

Once you had accepted the application and submitted your answer a wall post was created.

Participants could also chose to be reminded of upcoming video questions via email or text message.

People really enjoyed the videos and the competition and spread it in their newsfeed as well as in other social media destinations.

The welcome tab was visited more than 80.000 times during the campaign period and the competition tab was visited more than 36.000 times during the same period.

We had 10.885 contributions in the competition and participants made more than 45.000 recommendations for it.

In the end, Vår Middag’s Facebook page had grown from no fans before the campaign to +14,000 fans right after.

Facebook competition

During autumn of 2011 Comedy Central was launching season 15 of the popular TV-show Southpark in Sweden. They wanted to use the event to engage the fans, and get some new fans, and we got some very exclusive stuff we could use – Cheesypoofs, the original cheesy snack featured in the tv-show, and a signed Southpark pirate poster.

So we decided to run a competition on the welcome tab of Comedy Central’s Facebook page and use the exclusive stuff as prizes.

The challenge we came up with? To guess what Cartman was really saying – Aspergers or #!%burgers – not an easy task!

By clicking the alternative you thought correct and submitting your email you participated in the contest. You could access the content and listen to Cartman without liking the page, but to participate in the contest you had to click “like”.

We used smart Facebook advertising with very funny creative copy to reach the target audience.

Results were nothing short of amazing: people played the sounds 263.000 times and Comedy Central more than tripled their number of fans.

Fans which they continue to engage and interact with.

Swedish Application Developer Contest

In the end of 2010 we launched Sweden’s biggest smartphone application contest; SADC (Swedish Application Developer Contest) together with telecom operator 3 Sverige, swedroid and 99mac. Anyone could submit their app to this contest and a jury evaluated it on the following criteria:

- The idea
- New thinking/resourcefulness
- Functionality of the app
- User friendliness & user experience
- Application handiness
- Design
- Execution

In addition to these criteria, we also let the public share their opinion of the app by using the almighty Facebook Social plug-in – the like button – as a voting tool to measure how popular the different apps were. It was an efficient way to share the apps and also gain organic spread and awareness of the contest.

It was the second time SADC was held, but with one big difference compared to the first one. This time, all kinds of smartphone apps were allowed to enter the contest. After 2 months, when the contest period was over, more than 140 apps had been submitted through the campaign site.

So, which app won? Bankdroid – an app letting you collect all your different bank account data and accounts to keep you always up to date on your financial situation. Instead of checking all of your apps, now you only need one – Bankdroid

Besides the honor, the first prize was a trip to San Francisco to attend ”a developers-wet dream” – either the Apple WWDC or the Google 1/0 conference – all inclusive.

Independence Day Activitites

On February the 25th of 2011 something big happened. After 64 years, our client Saab had its first birthday. Hooray!

We were on the scene in the factory, celebrating this event together with all Saab employees and their friends and family.

For all Saab enthusiasts who couldn’t attend the event we held a a virtual birthday party on Saab’s Facebook Page. Throughout the day we published images, videos and other highlights from the factory so everyone could take part in the celebrations. Prior to the celebrations we had also created a 75 square meter (3*25 meters) mosaic with the Saab Facebook Fan’s uploaded car pictures.

This was put up in the factory for everyone to see, and the reception was marvellous, both from the factory workers as well as management.

We also held a competition where the challenge was to locate an image of the Saab 9-3 Independence Edition in a mosaic of more than 3500 Saab pictures. In total, more than 1000 submissions were made and the happy winner won a trip to the Saab factory in Trollhättan, Sweden.

Through smart Facebook advertising and engaging activities, we managed to get more than 13.000 new likes (fans) on that day, an increase of more than 33 %. Fans we can continue to engage with.

Facebook competition

With 5.700 fans on Facebook, online store Babyshop wanted to reach a greater sum of their target group, being parents of young children. In view of the challenge we came up with a number of insights:

What is this target group’s greatest interest? It´s their kids.
What is their greatest pride? It´s their kids.
What is their greatest joy? You guessed it, it´s their kids.

During the summer and especially summer vacations people have more spare time. That’s the perfect opportunity for experience and taking a lot of pictures, especially of their kids. So, we came up with a photo contest called “Summer’s coolest kids”, where parents display with the coolest photos of their kids.

A Facebook tab was created where parents and others could upload their photos and write a short caption to participate in the contest. Facebook functionality such as the like button was integrated and when contestants uploaded their photo a Fb wall post was created.

All in all, more than 2.000 photos were uploaded. The pride of their kids triggered people to spread the word, both through their own shares and the application’s built-in Facebook wall post functionality. In total there were more than
100.000 photo views generated and more than 120.000 page views.

The competition significantly contributed to the growing Facebook fan base for Babyshop. From 5.700 fans at the start of the campaign to closing in on 20 000. A spot on audience Babyshop can continue to engage and interact with.

Most T-shirts worn at one time

Tshirt Store sells limited edition T-shirts in their small but street smart boutiques located in the centers of the street style cities of the world, from Stockholm to Moscow.

When launching their online store, tshirtstoreonline.com we got the mission to create a fast moving message to the street wear community online – presenting Tshirt Store as a creative and likable brand, this by using their own products.

We got the idea of creating an event in real life, with a live audience that could easily be transformed into digital video content and get the word spreading online.

Our solution was to break the Guinness World Record of most t-shirts worn at the same time. Said and done, in one of Stockholms main fashion malls we clothed the Tshirt Store clerk Jakob with 237 T-shirts, from Small to 6 x XL and got everything on video.

The video was released online and got a great response. The video has also been on show in German, Japanese and British Television.

The record still holds to this day and has been a great way for Tshirt Store to tell their one devotion – Dedicated to T-shirts.

Engaging the skateboard and snowboard community online

Junkyard.com was founded in 2002 and is today the largest online store for skateboard, snowboard and street wear merchandise in Scandinavia. As Junkyards 360 communication agency we are happy to see such great result, a rapid growth, claiming the position as the number one store within the skate and snowboard culture. Junkyard has reached somewhat of an iconic position within the younger segment – active young people think of Junkyard not only as an online retailer but as a movement. Here is a quick glimpse of how we use social media to further boost the Junkyard movement online.

Knowing that the people within the skateboard and snowboard community are extremely devoted, they are also very selective with the brands and people they accept and like. Therefore we decided to launch a Facebook page where people themselves could express what they wanted from Junkyard through the use of social media. The answer was unanimous – dialogue with the brand. So we created a social strategy that included day and night conversations with our customers. Within one year of activation Junkyard has over 150,000 fans in Sweden and Norway alone.

Our strategy is simply to present ourselves as another friend skater or snowboarder sharing and caring amongst friends online. We post daily questions, answer questions, show videos, pictures and hold competitions. A clear signal of the huge devotion Junkyard fans show is that one specific post can generate 1,000+ comments.

Being an online store it´s natural to link the social activities that are conducted in social media to the site store. With strong relevance and the right tonality, Junkyard’s Facebook Page has become one of the major traffic sources generating substantial sales on a day to day basis.

In order to always be the brand that gives the audience something extra we continuously develop and launch entertaining activities to our fan base. These are effective tools that increase the word of mouth effect and provide an immediate response. A good example of this is the “Junk or Die” skateboard game, which generated 50,000 online games in just two weeks.

Product launch in social media

We received an assignment from one of our clients, telecom operator 3 Sverige, to create a launch campaign using social media for the new (at the time) Sony Ericsson Xperia X10 smartphone.

Our target groups were men and women age 18-35 living in urban areas. We were asked to communicate the Xperia X10’s main USPs:
- Face recognition – the Xperia can automatically recognize up to five different faces in one picture.
- The 8.1 megapixel camera with 16x digital zoom.

The solution became an online game called Facehunter. Players were challenged to remember up to five faces and capture them with the help of a virtual Sony Ericsson Xperia X10.

To elicit some nostalgic feelings and flashbacks for our target group, we designed the game using true 16-bit pixel graphics along with catchy tunes to give the game just the right vibe.

The game was created as a Facebook application with a connect solution so players could easily share results and also challenge their friends. Facehunter was also embedded at a number of chosen media partners.

Those interested in buying or learning more about the Xperia X10 were directed to 3 Sverige’s online shop on their website.

Many faces were both remembered and forgotten but the Facehunter game itself was one of the most played games on Facebook in Sweden during its first month. Try it yourself!