A town in the Arctic Circle launches an Olympic bid hoping it won't win. The North Face aims to melt hearts with stories of outdoor adventure. And Lonely Planet helps travelers plan health-conscious visits to favorite hotspots.
Finland's coldest town launches a hot bid for the 2032 Summer Olympics
The Arctic Circle is a cold place.
That's why eyebrows were raised when Salla, a small Finnish town in the Arctic Circle, revealed its bid for the 2032 Summer Olympics. Yes, Olympics Summer .
A well-executed bid includes all the essentials for an Olympic Tender. The agency behind the bidding produced a video shows residents playing traditional summer sports (such as volleyball and swimming) in the snow outdoors. It held a design competition for Salla 2032 official logo and poster. They created a website for the auction complete with a cute mascot – a reindeer named Kesä (Finnish word for summer) dancing in digital celebration – and sold merchandise.
The mayor of Salla even traveled to Olympic headquarters in Lausanne, Switzerland, to deliver the bid books.
But when he held the announcement press conference, he revealed the real reason behind the bid – it was “a controversy over climate change.” “Suddenly, #Salla 2032 became # SaveSalla and #SaveThePlanet.
There are hints in the Olympic bid campaign: The video includes residents in summer wear sitting on lawn chairs in the snow with the voiceover: “Warm hearts, we have it. It's going to be a warm place. ”
[embed]https://www.youtube.com/watch?v=sSZSrjmmSIo[/embed]
In the weeks following the reveal, conversations around global warming on social media increased by 879%. The campaign garnered 7.8 billion media impressions, including 1,237 news items in 118 countries or $157 million in media earned. Salla was the most talked about city on Twitter in the three weeks following the announcement. And the campaign has recently earned 2021 Clio . Award for Sao-Paulo - the Africa-based advertising agency created it on behalf of the tourism office, House of Lapland.
WHY IS HOT: The campaign used surprise - a bid for the Summer Olympics - to attract attention. It then turns its attention to the real message – global warming and climate change. “Clickbait” worked. The improbability of the bid appealed to everyone. They doubted its success, but they still wanted to know the rest of the story. Why is this town putting so much effort into something they know has no chance of snowballing successfully?
The reveal traded the bidding story for a climate change story, showing the power of the unexpected to move audiences. But don't misunderstand the post. If you're going to try out the click-and-conversion approach, make sure you do it well so your audience can enjoy the reveal after the reveal.
The power of the unexpected can move people. But the clickbait-and-switch #content must keep the audience entertained after the reveal via @CMIContent. Click to post a Tweet
The North Face asks for warm stories
Many companies sell jackets to keep people warm in cold weather. But The North Face takes it a step further with its new “It more than A Jacket” content campaign.
The company is asking climbers worldwide to submit stories and photos of their wells. -Favorite North Face products will be reviewed for a crowdsourced digital archive. The aim is to celebrate the brand's 55 memories and adventure stories – plus five years of history.
The North Face is also working with artists RZA and HAIM as members of the athletes Conrad Anker and Ingrid Backstrom to write their adventure story into the history of the franchise. They will then launch three films featuring adaptor Vasu Sojitra, freestyle skier Jossi Wells and Will Steger, frontman of the 1990 International Trans-Antarctic Expedition.
The company, with roots in Northern California, is also working with the San Francisco Museum of Modern Art to bring the archives to life through a series of 2020 engagement programs.
WHY IT'S HOT: The North Face knows it does more than sell jackets – it helps create outdoor adventures. The digital archive will include stories its audience, from celebrities in the outdoor sports field to brand fans who are not famous names. For corporate content marketers, that archive will be a treasure for years to come.
Kudo to The North Face for not keeping those stories buried in an online archive. Creating a live content experience with the museum gives the company another way to bring its story to the audience. It's a great reminder that partners Similar interests and audiences can help amplify great content.
The new user-generated #content campaign from @thenorthface shows that the company doesn't just sell jackets – it helps create outdoor adventures through @CMIContent. Click to Tweet
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Lonely Planet helps travelers roam the world with safety in mind
Whether you're planning a trip to Salla, grabbing your North Face jacket to hit the slopes, or heading somewhere where you can put your toes in the warm sand, take Check out the new content hub on Lonely Planet before you go.
HealthHub , a content collaboration between Red Ventures brands Lonely Planet and Healthline Media, calls itself “the home base for travelers to confidently explore the world. ”
The small site includes sections devoted to COVID-19 pandemic travel planning and news. Each destination travel guide includes current rules around testing, mask regulations, and other restrictions. It also offers general health advice for travelers, from travel health insurance to what to do if you get sick on the road.
The site currently offers 20 destination-specific travel guides, but the HealthHub team has plans to add more.
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WHY IT'S HOT: HealthHub makes sense in an age where travelers (and potential travelers) need to know the latest information, which can change on a daily basis. But it's also a great example of how two brands under the same umbrella can combine content to create a more inclusive and helpful experience for their audiences.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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