Svenska Spel

Svenska Spel came to us with a mission to create a social media strategy. We quickly realized that there was not a single positive word said about Svenska Spel online.
We could simply have made a blog to reply all the bad press but decided to take it a step further. The negative discussion online wasn't the big problem.... It's was the lack of a positive one.
So we created four steps to make that change:

Step 1:
A code of conduct for how to communicate Svenska Spel in social medida. Give them a united voice, dos and don'ts.

Step 2:
A social media news room. Give Svenska Spel all the power to follow everything being said about them self, about their competitors, trends etc.

Step 3:
Svenska Spel Live. A widget that allows players to interact with other players during the game, regarding it being football, golf or tennis. This is an excellent way for Svenska Spel to interact with their players in real time.

Step 4:
If all the people really knew what Svenska spel do with the earnings they wouldn't look at Unibet, Betson or Ladbrokes ever again. All the money you put in you'll get back, in some way.
The majority of the money not ending up as a win ends up in either in your local sports club, science or public welfare. We gave the players the option to decide where their money should end up. And let them know via mail as soon as their money contributed to the good cause along with a geotag showing all the contributions you, your friends and Svenska spel have done all across the country.

By implementing these four steps the negative discussion would no longer be the only voice heard.