#InnerViking is a photo contest conceived and organized for Erreà Sport, sponsor of the Iceland National Football Team at the Russia FIFA World Cup 2018, the only Italian sport brand at the event. The contest is meant to persuade fans and passionates to take and share a photo showing their viking side, taking inspiration from the grit of the Iceland National Football Team. The winners, selected among the most voted ones on the web, have then been awarded with the official kit and shirt of the team.
For a sport brand like Erreà Sport, the advantages deriving from the photo contest were numberless: from the reinforcement of brand awareness to the increase of fans, from the strengthening of the bond between brand and football team to the creation of a database profiled according to country and favorite sport, which will be useful for other communication and marketing activities. The contest lasted 3 weeks and in this time it generated 9,700 subscriptions and had a 5 million people reach.
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