Kookmeyer Institute

Here’s a viral campaign for the Swedish Postal Service that made it onto the latest Contagious DVD. The company found 18-24 year olds weren’t big fans of snail mail, so its agency came up with the idea of Stefan the Swopper, a Stockholm dude who decided to swop all his worldly belongings in the space of one month. Stefan was everywhere – on blogs, Facebook, Twitter etc – encouraging people to swop with him via SPS’ parcel service. Of course the idea of him actually swopping all his stuff was a bit of PR spin but the campaign did attract 4 million unique visitors plus heaps of free media coverage. (Sorry you’ll have to Google the campaign yourself – something weird is happening when I try to create a link.)