CASE : Svenska Spel

VIRAL CAMPAIGN FOR SVENSKA SPEL – ATTRACTING MILLION VIEWERS

Svenska Spel challenged Mookie creators to create a viral movie for their "Spela lagom"-campaign. "Spela lagom" roughly means "play easy" or "play moderately" and it is Svenska Spel’s way of taking responsibility for their customers and caring for their gaming habits and well being.

Svenska Spel wanted a personal interpretation to why "lagom" is best and how wrong things can go if you don’t play easy. Mookie creators were therefore asked to make an entertaining film clip that would catch peoples interest, thereby providing a good foundation for a viral distribution. All contributions from Mookie members were reviewed by Svenska Spel before they were distributed by Mookie, using knowledge and tools in seeding (placement of the clips in relevant sites) and in tracking the number of views each contribution received.

The campaign generated almost one million views in five weeks for a limited budget and was seen as a great success. Among all contributions received, a final winner was nominated by a jury at Svenska Spel which received the first price.