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瑞典馆长
案例简介：
瑞典馆长
案例简介：情节 SUMMARY: The Swedish Institute and Visit Sweden set out to change the world’s perception of Sweden and reachtravelers that want to visit the country, becoming the first country in the world to let go of an official communication channel and hand its national twitter account over to its citizens. Every week, someone else is @sweden, ruler of the world’s most democratic twitter account. Week by week, tweet by tweet, a new picture of Sweden emerges. The challenge was to develop an idea powerful enough to spread organically and globally without a given media budget and to create real interaction with people globally. Concretely, that meant tripling the reaction rate of mentions and re-tweets per tweet, doubling the number of followers and generating 1 million US$ worth of earned media - ten times the investment. Twitter was chosen because it has become a beacon of transparency and freedom of speech. With its affinity to journalists, its disregard of physical borders and the ability for real-time interaction it was the perfect medium to prove Sweden’s progressiveness. The first weekly curators were carefully chosen to show the country’s diversity, but also to prove to the audience that this account is not censored. The sitting curators and the general public were then invited to nominate future curators Results exceeded all expectations. After only four weeks, the number of followers had doubled and currently the account has over 65,000 followers in more than 120 countries and is still growing. The reaction rate went up from 40% to 348%, far higher than anticipated. So far, the project has inspired more than 50 countries, cities and groups of interest to openly copy it. And in the 13 countries monitored, the equivalent PR value after the first 6 months added up to a staggering 40 million US$.
Curators of Sweden
案例简介：
Curators of Sweden
案例简介：情节 SUMMARY: The Swedish Institute and Visit Sweden set out to change the world’s perception of Sweden and reachtravelers that want to visit the country, becoming the first country in the world to let go of an official communication channel and hand its national twitter account over to its citizens. Every week, someone else is @sweden, ruler of the world’s most democratic twitter account. Week by week, tweet by tweet, a new picture of Sweden emerges. The challenge was to develop an idea powerful enough to spread organically and globally without a given media budget and to create real interaction with people globally. Concretely, that meant tripling the reaction rate of mentions and re-tweets per tweet, doubling the number of followers and generating 1 million US$ worth of earned media - ten times the investment. Twitter was chosen because it has become a beacon of transparency and freedom of speech. With its affinity to journalists, its disregard of physical borders and the ability for real-time interaction it was the perfect medium to prove Sweden’s progressiveness. The first weekly curators were carefully chosen to show the country’s diversity, but also to prove to the audience that this account is not censored. The sitting curators and the general public were then invited to nominate future curators Results exceeded all expectations. After only four weeks, the number of followers had doubled and currently the account has over 65,000 followers in more than 120 countries and is still growing. The reaction rate went up from 40% to 348%, far higher than anticipated. So far, the project has inspired more than 50 countries, cities and groups of interest to openly copy it. And in the 13 countries monitored, the equivalent PR value after the first 6 months added up to a staggering 40 million US$.
瑞典馆长
暂无简介
Curators of Sweden
暂无简介
基本信息
- 广告战役： #Swedish Institute/Visitsweden-推广与活动-d9c5#
- 广告品牌： Swedish Institute/Visitsweden
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Golden Award of Montreux 2013 金奖章 数字互动（Non Profit Organisation/Public Administrations）
- 伦敦国际广告节 2012 金奖 数字媒体（The NEW）
- 伦敦国际广告节 2012 金奖 创新（The NEW）
- 伦敦国际广告节 2012 铜奖 数字媒体（Use of Social Media）
- 伦敦国际广告节 2012 铜奖 创新（Use of Social Media）
- Art Directors Club of Europe 2012 金奖 数字（Any Other）
- EACA Euro Effies 2012 金奖 低预算（Small Budget）
- EPICA(EuropesPremierCreativeAwards) 2012 铜奖 媒体应用与Branded Content（Social Networks）
- EPICA(EuropesPremierCreativeAwards) 2012 铜奖 媒体应用与Branded Content（Media Innovation - Alternative Media）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 互动（Best Use of Social Media）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 互动（Viral Marketing and Email Advertisng, E-Cards etc）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 媒介（Best Use of Social Media）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 媒介（Viral Marketing and Email Advertisng, E-Cards etc）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 公关（Best Use of Social Media）
- Eurobest-TheEuropeanAdvertisingFestival 2012 金奖 公关（Viral Marketing and Email Advertisng, E-Cards etc）
- Eurobest-TheEuropeanAdvertisingFestival 2012 银奖 互动（Best Use of Social Media Marketing）
- Eurobest-TheEuropeanAdvertisingFestival 2012 银奖 媒介（Best Use of Social Media Marketing）
- Eurobest-TheEuropeanAdvertisingFestival 2012 银奖 公关（Best Use of Social Media Marketing）
- MeribelAdFestival-CentralEuropeCristalAwards 2012 Cristal 数字与移动设备（Viral Mechanism）
- The Cresta Awards 2012 优胜奖 互动（Digital）
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