SVT is Sweden’s public service broadcaster, and SVT Play is their on demand web service. Our job was to launch the SVT Play app for the iPhone. We knew that Apple’s approval process could take time. With that in mind, we came up with an idea that would raise awareness of the release of the app, and really interact with the target audience.

We simply turned to the people of Sweden, and asked them to participate in a campaign trying to speed the approval process up.To be honest, we didn’t do that much ourselves, most of the work was done by the Swedish people. But then again, it is Swedish Television.

The campaign spread on Facebook, Twitter, blogs and websites immediately.We reached 100 000 interactions (video recordings, votes etc.) in 24 hours. The campaign was covered by editorial media not only in Sweden, but all over the world. When the campaign period was over the website had generated over 400 000 interactions. Not bad considering there are approximately 500 000 iPhone owners in Sweden. When the app was approved and released it became the most downloaded within minutes. All that without spending a cent on paid media.