PRESS RELEASE 31st of MAY 2016
Pripps Blå Klass 1 is presenting the Swedish Summer through a unique collaboration with the artists Little Jinder and Rebecca & Fiona. Sweden’s favourite summer beer is behind an exclusive documentary series together with the artists, which will be published on YouTube. The documentary series will include five documentaries from Pripps Blå Klass 1 with Little Jinder and Rebecca & Fiona, produced by WDW Creative and United Screens.
The campaign starts the 4th of June with an exclusive live concert with Little Jinder and Rebecca & Fiona, in a secret location somewhere in Sweden. Five unique documentaries will be produced during the exclusive live performance, to be published on Pripps Blå Klass 1’s YouTube channel.
– Pripps Blå Klass 1 is Swedish summer. By collaborating with strong personalities on both physical and digital platforms, we hope to impact the group that we are targeting. It’s extra fun to give people a unique insight to some of the hottest artists in Sweden right now, says Johan Kikas, Brand Manager on Carlsberg Sweden.
The documentaries, which will be released regularly during the summer, will include behind the scenes from the concert and unique interviews with the artists. WDW Creative and United Screens are also producing Pripps Blå Klass 1 commercials that will be shown within the United Screens premium network on YouTube.
– It’s really fun to see how Pripps Blå Klass 1 once again is renewing itself in its marketing, and in a creative way are using the biggest genre on YouTube – music, says Nicolin Lillhage, Branded Content Director, United Screens.
The campaign also includes a competition on Pripps Blå Klass 1’s Instagram, @prippsblase, with the purpose to engage the target group through a competition to get tickets to the exclusive show.
– We’re very happy to get the confidence from such an established and strong brand as Pripps Blå Klass 1 to do conduct their summer campaign for the second year in a row and we’re looking forward to once again deliver a strong campaign, says Karin Ekesiöö, Strategy Director, United Screens.
Client: Johan Kikas, brand manager Pripps Blå, Carlsberg Sweden
Production: United Screens
Client responsible United Screens: Karin Ekesiöö, Nicolin Lillhage och Christoffer Söderstjerna
Creative agency: WDW Creative
A digital media company working with creators, advertisers and rights owners in producing and distributing online video.
United Screens is the largest YouTube network in the Nordics, with over 250 million views per month and offices in Stockholm, Oslo and Helsinki. United Screens focuses on talents and connects creators and brands on online video platforms as YouTube, Instagram, Twitch among a few. United Screens has more than 500 channels and personalities in it’s YouTube network, working with YouTubers such as Sp4zie, Therese Lindgren, PelleK and GTboard.com.