— How ‘71° north - Norway's toughest celebrity’ became viral before the season premiere.
This years season saw a record increase of 11 % of total viewers. Getting people to compete online for a taste of the 71 ° north adventure gave massive response and even Petter Northug signed up. With a multi channel mix consisting of television, radio and a digital campaign, viewers got engaged weeks ahead of the premiere.
To get the attention of a primarily young audience, TVNorge launched a digital campaign, “Tipp topp tur”, to kick start this year’s season of ‘71 ° north – Norway’s toughest celebrity’. The campaign was promoted through TVNorges own channels, Facebook, Google and radio.
Nearly half a million visited tipptopptur.no to sign up – and even more voted for the candidates they thought should win a taste of the 71 ° north experience.
– By having an additional activity like Tipptopptur.no, we engaged the audience we wanted to reach. We used TV to draw people to the website and the campaign spread widely in social media. This engaged our target group and helped entice new viewers to 71 ° north – Norway’s toughest celebrity, says Linn Skaalerud, marketing manager in TVNorge and Discovery.
Bragging rights gave social boost
Throughout the campaign period, Good Morning produced segmented content on social media and Google. Additionally, small but effective twists were made on the campaign to boost the potential viral reach. It was important that it should be easy for users to share the reason why they wanted to win.
– ‘71° nord’ is a grateful client to work with in terms of social media. Just by sharing that you would like to experience a ‘71° nord’ adventure, gives you right to brag about it on social media. It was one of several mechanisms that worked beyond expectation, Eirik concludes.
Testimonial from Discovery
– Designing and developing digital solutions is one of Good Morning’s core strengths and capabilities.They will to build technically robust solutions coupled with a very keen eye for design and user experience. Throughout the development of tipptopptur.no they kept every deadline and were quick to respond to our feedback when we needed it. They were solution oriented problem solvers when challenges arose and swift to implement any changes we required, explains Linn Skaalerud in Discovery.