#InnerViking

#InnerViking is a photo contest created and organised for Erreà Sport, sponsor of Iceland at the 2018 World Cup in Russia and the only Italian sports brand present at the event. The aim of the contest was to encourage fans and enthusiasts to take and share a photo showing their Viking side, inspired by the determination of the Icelandic national football team. The winners, chosen from among those who received the most votes online, were then awarded the team’s official jersey and kit.

Our agency oversaw every stage of the photo contest, from naming to managing the operational tools, with the aim of leveraging the media exposure of the Icelandic national football team to create an association between the values of the Nordic people and those of Erreà Sport: determination, connection to the land, humility and perseverance. InnerViking, which means “Viking inside”, encouraged the public to generate a large amount of entertaining content, in line with the smiles that always accompany Iceland’s athletes and fans.

After assisting the company with legal and bureaucratic procedures, the competition was structured on a specially created web platform, which collected images from users, and was promoted on the brand’s social media channels through special content and a dedicated strategy.

The Erreà InnerViking website was created as both an informational and operational tool for the photo contest: in addition to providing all the useful information on how to participate in the official rules, users could upload one or more photos (up to a maximum of 3) and submit them for approval by the jury, to then be voted on by registered users.

For a sports brand such as Erreà Sport, the advantages of holding the photo contest were manifold: from strengthening brand awareness to increasing the number of fans, from consolidating the link between the brand and the team to collecting a database, profiled by nationality and sport of interest, useful for other marketing and communication activities. During the three weeks of the contest, there were 9,700 entries and a reach of 5 million people.