Vasaloppet

From 0 to 1,000 applications in 29 minutes

The challenge

The new UltraVasan race had a goal to attract foreign runners who were not aware of Vasaloppet’s history. At the same time they wanted to communicate the feeling of running the race without filming some of the runners. The goal was to attract 1,000 people to sign up for the race.

The solution

Spoon produced a two-minute film where Vasaloppet’s story is told using archive materials and graphics, while UltraVasan’s challenges are presented with beautiful forest and wildlife scenes where nature – and the course – speak for themselves.

The result

A dispatch with film and press release generated huge results in the media. Parts of the film were used on national television reports including SVT, and it has been viewed almost 40,000 times on YouTube.

UltraVasan reached the maximum number of participants 29 minutes after registration opened.

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UltraVasan reached the maximum number of participants 29 minutes after registration opened.

40 000

The film has been seen nearly 40,000 times on YouTube.

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Vasaloppet, with its 90 km, is the world’s longest cross-country ski race and attracts more than 15,000 skiers on the first Sunday in March each year. The race is between Sälen and Mora in Dalarna, Sweden, and was first held in 1922. Summer 2014 saw the premiere of UltraVasan, where participants run the same distance.

Want to know more about the case?

David Kvart would love to tell you more.
+46 709-81 00 00 or david.kvart@spoon.se