The YouTuber hosts a “roadshow” in collaboration with a snack brand.
The Melodifestivalen is in full swing and one of the competition’s recurring sponsors is the brand OLW. This year, they have also chosen to collaborate with YouTuber Hampus Hedström, to embark on a “Mello tour”.
In a press release, the brand explains that they wanted to spread the sponsorship in their social media in order to reach a younger audience. For their help, they enlisted the agency Goodname, which was commissioned to come up with a concept, with Tiktok as the main channel.
Series on Tiktok and Instagram
It all resulted in a series of films where viewers get to accompany Hampus Hedström on a “roadshow”. In the videos, which are published on Instagram and Tiktok, the YouTuber visits the various festival cities in an OLW-decorated bus. Along the way, viewers get to see the host meet different people and solve different types of missions.
We wanted to create a spacious concept that highlights OLW’s sponsorship and where entertainment is central. Snacks are an obvious part of the midway experience and Hapmus is fantastic to work with, so it has been easy to come up with content ideas that work, says Mina Fagerfjäll, CEO at Goodname, in a press release.
Ebba Freidenvall, digital & social manager at OLW, says that they want to offer their target groups laughter and entertainment and that the program series is a good tool for that. According to Hampus Hedström, the concept can be described as the best from YouTube combined with the format on Tiktok.
Coming from the YouTube world, I think it’s exciting that the concept pushes the limits of what you can do on Tiktok. With this program series, we take the best from YouTube and mix it with the fast clip formats on Tiktok and it turns out very well, he says in a comment.
