Swedish Institute (Sweden.se)
Swedish Institute wanted to create a fun event on their Facebook page to help visitors to learn more about Sweden and Swedes in an entertaining way.
Swedish Institute asked their visitors ”How Swedish are you?” in a quiz where they wrote 10 varied questions about Swedish traditions, geography, Swedish animals and myths about Swedes. They also made a fun film, where you had to determine which of three different persons spoke Swedish by listening to them. All the questions were created with a humorous glint. The campaign was launched on the Facebook page of Sweden.se, and in this campaign there were no contests or prizes. All the technical aspects were handled by MillionMind.
During the period 15 000 games were initiated by over 10 000 unique players. The additional brand exposure for Sweden.se amounted to 900 hours, or 3.5 minutes per game played.