The idea was to market the beer in the same way as a modern movie launch. The creative concept was to leave the traditional 30 sec commercial and instead turn it into a 30 minute movie. Digital media channels became the hub of the integrated strategy consisting of:Press releasesVirtual castingTrailers on TVMovie advertising in printMovie siteBlogsOriginal sound trackRing tone downloadsPremiere eventsIn store sales of the "behind the scenes" movie

Norrlands Guld really succeeded in standing out and the campaign was a success!Norrlands Guld was able to keep the position as the no 1 beer brand in target group. The beer became market leader in store and increased their sales. The soundtrack for "Snart är det lördag igen" was positioned at no 2 on the official Swedish singles download chart(IFPI).