Case Study: How to Get Listeners For a Commercial Podcast

This is how the Norwegian state lottery got 3,600 listeners and 74,500 viewers for their commercial podcast
Listeners Commercial Podcast

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organisations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

BEST USE OF PODCAST // COMMENDED VG Partnerstudio, Norsk Tipping

NorskTipping

 

 


Summary
By launching a podcast focused on betting, Norsk Tipping – a government-owned limited company under the direction of the Ministry of Culture – managed to generate interest for its game. The campaign was launched in June 2016.

Mission
Norsk Tipping wanted to engage men between the ages of 20 and 40 – but mainly to attract new players – to their game called «Oddsen». Oddsen is a game that offers a huge number of choices for betting on sports. The focus during this period was The UEFA European Football Championship.

Creative idea
To launch a podcast around the topic of betting focused on a light conversation about sports and daily odds with the options to see it televised in a studio or listen to it through Sound Cloud.

NorskTipping copy

Solution
In 2015, VG started VG Partnerstudio – aiming to help clients increase brand awareness and brand value through native advertising.

Norsk Tipping is a government-owned limited company under the direction of the Ministry of Culture. They have national monopoly on money games in Norway and is assigned by the government to offer games that create excitement and entertainment within responsible limits. The company’s profits are donated to good causes such as sports etc.

To meet the challenge of engaging men between the ages of 20 and 40 and to attract new players to their game called “Oddsen”, they created a podcast that focused on a light conversation about sports and daily odds with the option to see it televised in a studio or listen to it through Sound Cloud.

To be able to attract new players, they did not want to speak mainly to those already interested in football.

Because it was a podcast about odds they named the podcast “Poddsen.” They published nine episodes with the same host who discussed sports with a new celebrity in each episode. To be able to attract new players, they did not want to speak mainly to those already interested in football.

They had a variety of funny topics and different guests, such as comedians and popular athletes from other sports. They used VG’s front page to spread the content in order to reach a larger audience. VG Partnerstudio was the first publisher to launch a fully commercial podcast in Norway.

Size of team involved: 4

Platforms
Sound Cloud, video, social media

Results
• 74,500 views total for nine episodes on VGTV (the video version)
• 3,600 listened to Poddsen on Sound Cloud

 

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