How Swedish Brewery Became the Brand for the Fans by Engaging the Entire National Arena

Swedish brewery wanted to tie its brand to Swedish soccer and be the brand for the fans. They created a print magazine and managed to engage the entire National Arena.
print magazine

Summary

A Swedish brewery wanted to tie its brand “Norrlands Guld” to Swedish soccer and to be the brand for the fans. They teamed up with Schibsted Content Studio and created a unique print magazine with which they engaged the entire Swedish National Arena.

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Publisher/Agency: Schibsted Content Studio
Campaign: The Fan’s Bible
Brand: Norrlands Guld
Country: Sweden

Mission

This is the story of how Schibsted Content Studio managed to engage the entire Swedish National Arena with their content. And how the rest of Sweden watched it on national television.

It is also the story of how Schibsted Content Studio created quality content in an exclusive magazine for its client. A magazine that the client chose to distribute through Sweden’s largest daily, on the Swedish National Arena, in sports bars throughout Sweden – and on location in France during the UEFA Euro 2016.

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Via its brand, ”Norrlands Guld”, the big Swedish brewery Spendrups is one of the main sponsors of the Swedish National Soccer Team. During the UEFA Euro 2016, Norrlands Guld wanted to tie its brand’s connection to Swedish soccer and the huge interest in the Championship.

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At the same time, Sweden’s largest daily newspaper, Aftonbladet, has the most popular Sports edition in Sportbladet. Its pink colour is a unique and strong trademark in Sweden, exclusively used by Sportbladet.

Norrlands Guld wanted to take the position as a brand for the fans.

KPIs

  • Reach in
  • target group
  • Impact at Sweden’s last game before the championships.

Target audience

Norrlands Guld wanted to take the position as a brand for the fans and wanted to take the fans to the sport and the players.

The client could follow the content creation during the whole process and was helpful with the contact to the Swedish National team, giving access to both players and the head coach.

Strategic approach

Schibsted Content Studio worked closely together with the client and its sponsoring bureau, combining the needs of the customer, Norrlands Guld, with the knowledge they have regarding Aftonbladet’s and Sportbladet’s audience.

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Schibsted Content Studio spent a lot of time iterating on what content to use in the magazine. The client could follow the content creation during the whole process and was helpful with the contact to the Swedish National team, giving access to both players and the head coach.

They included a yellow spread in the middle of the magazine – to be used in the last game before the UEFA 2016 as a tifo.

Creative idea

Spendrups and Norrlands Guld teamed up with Schibsted Content Studio to maximise their rights in their sponsorship of The Swedish National Team. The content strategy consisted of:

A unique print magazine called the Fans’ Bible, created from scratch by Schibsted Content Studio, who conducted interviews with the head coach of the Swedish Team and a selection of the players. Together with Norrlands Guld, the Studio created infographics based on polls with Swedish soccer fans. And they included a yellow spread in the middle of the magazine – to be used in the last game before the UEFA 2016 as a tifo.

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Platforms

Print magazine

Content distribution and promotion efforts

The print magazine was distributed with Aftonbladet, Sweden’s largest daily paper, with an estimated readership of 700,000 per day.

The print magazine was also distributed on Friends Arena, the National Arena in Sweden, at Sweden’s last game before the Championship – as a sponsorship activity by Norrlands Guld.

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The magazine was also available in a nationwide network of sports bars throughout Sweden.

Plus, it was offered to the fans staying at Camp Sweden, the official fans-camp in France.

Size of team involved

Six people: Print editor, Editor highly interested in sports, Designer, Sales reps, Native specialist, Creative director.

The campaign received top marks in a RAM/Invisio campaign effectiveness survey done after the campaign.

Results

The fans used the yellow spread in the magazine as a tifo when the Swedish players entered the field. The game was seen by over 600,000 on Swedish television.

The campaign received top marks in a RAM/Invisio campaign effectiveness survey done after the campaign.


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 organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The News Media

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