Sweden’s no. 2 evening newspaper (print and online) ran a huge quiz campaign related to the Eurovision Song Contest 2013 in Malmö, Sweden. They wanted to attract more followers on Facebook, sell tickets for the Song Contest, and create special activities for readers.
Together, PR firm DET Sthlm and MillionMind were hired to provide the quiz contest and a Facebook App. The newspaper ran a series of campaigns on their Facebook page over five weeks. Thanks to an ingenious concept, an unbelievable 51% of the contestants were brought in as challenges to Friends. This shows an important strength when using the MillionMind QuizWidget for quiz contests.
Produced for: Expressen
Period: February/March 2013
Number of contest: 5 events
Acquisition frequency: 51% *
• Of all unique contestants, 51% were recruited through challenges to the contest