Making Waves for Airwaves

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The Client
Iceland Naturally represents the best of Icelandic products and services in North America through its web presence, social media outreach and event sponsorships. Iceland Naturally’s goal is to promote tourism in North America as well as Icelandic events, products and people currently in North America.
The Challenge
Since 1999, Iceland Airwaves has been the premier annual showcase for new music – Icelandic and otherwise – in the world. To increase interest in Icelandic culture in the US and attract American tourists to the music festival, Iceland Naturally engaged with its loyal web community through an online contest. As the social media agency for Iceland Naturally, BIGfish was tasked to develop the contest and promote Iceland Airwaves online.
The Result
BIGfish recruited numerous freelance reporters to travel to Iceland to cover the concert, resulting in US coverage on Slate, The Huffington Post and a number of other outlets. BIGfish also developed and executed a Facebook contest, in which fans from the US and Canada submitted pictures in order to win a trip to Iceland Airwaves. Over 580 fans engaged by submitting photos, finalists were selected and nearly 10,000 Iceland Naturally fans voted on the winner. With the success of the contest, the Iceland Naturally Facebook fanbase grew by 673% over the previous month. BIGfish also leveraged the live broadcast of Iceland Airwaves from KEXP in Seattle by promoting contests to win KEXP CDs through Twitter and Facebook.

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