OLW reinforces its sponsorship of Melodifestivalen through a tour on its social media channels, mainly TikTok. In order to reach a younger audience, they have used the help of Hampus Hedström as presenter. The YouTuber travels around and takes the temp at Melodifestivalstäderna, a kind of road show produced by the agency Goodname where he visits different locations and solves tasks in an OLW-pimped bus.
– We wanted to create a spacious concept that highlights OLW’s sponsorship and where entertainment is central. Hampus is fantastic to work with, so it has been easy to come up with content ideas that work, says My FagerfjällCEO at Goodname, in a press release.
In the first episodes from Malmö, Hampus Hedström tries, among other things, to wholesale with a teenager and create a snack falafel.
Each stop results in several films and in total the program series – which runs until the finale in Stockholm – is planned to consist of 35-40 films.
– Coming from the YouTube world, I think it’s exciting that the concept pushes the limits of what you can do on TikTok, says Hampus Hedström.
