XperienceGroup wins first prize for Best Media Event with Telia Melodifestivalen

Yesterday, the 26th of November, XperienceGroup was awarded first prize at the European Best Event Awards ceremony in Milano. The project Telia Studioplay Melodifestivalen conceptualized and produced by XperienceGroup for Telia, was awarded in the Best Media Event category.

− We are extremely proud of this project where we have had a brave client that dared to follow through completely with the digital set-up and offer unique experiences to the modern family. We have seen results we could only dream of in activation, interaction and social spread. This prize is certainly a fine acknowledgement of the hard work by dedicated clients and colleagues, says Maria Jonsson Account Manager for Telia at XperienceGroup.

Telia Melodifestivalen was a digiphysical sponsorship campaign for the main sponsor Telia in connection to Melodifestivalen song contest 2013, a national pre-competition electing Sweden's representative in the Eurovision Song Contest. Through the digitalized concept the campaign captured the essence of Telia’s services and products to the modern family and managed to reach overwhelming 2.151.936 digital interactions, 960.000 views on youtube and increase the number talking about Telia with 230 %, during an only 8 week campaign period. 

− The campaign composed of a set-up of digital platforms where we offered exclusive material and experiences through our own digital campaign channels, all integrated and driving traffic to the Telia main website. Social softwares like, Instagram, Spotify, Tunigo, YouTube and Facebook, to physical activities at the arenas offered for example: exclusive interviews with the artist, costume made playlists, greenscreen photoshoot with the "artist" who was photoshoped into the picture and many more unique experiences, says Helen Sellberg project manager at Telia.

European Best Event Awards is the leading brand experience marketing and event marketing competition in Europe. Every year a European jury chooses and awards the best European events in 19 different categories.

Head project team
Senior Account Manager, Maria Jonsson
Digital Manager, Robert Stenberg
Design, Ola Johansson and Kent Lovén

Studio Team - interviews
Mats Alpberg, Telia
Christopher Linnell, Praise
Tommy Toncic, 2AM