The Business Challenge
Watched by 180 million viewers each year, the final of the Eurovision Song Contest is one of the most famous, hotly contested and widely anticipated annual singing competitions in the world. The competition has seen a massive 1,400 songs to date and Mørland and Debrah Scarlett were this year’s hopefuls representing Norway.
In the lead up to the competition and as interest in the duo began to build, interviews with the Norwegian equivalents of OK magazine, the BBC and invitations to all kinds of opportunities across Europe began to grow. Unfortunately Mørland and Debrah had no manager or team behind them to support and coordinate this content as their campaign gathered momentum. It became apparent that in order to harness audience and fan reaction, the content needed a home.
A customised version of the StoryStream LiveHub was deployed for Mørland and Debrah. This gave them exactly what they needed; a website telling the story of their Eurovision campaign but one that was designed to be updated in as close to real-time as possible.
The page included a number of critical call to actions which allowed Mørland and Debrah Scarlett to build their fan base on a number of different platforms, these included:
- Spotify song player
- Spotify follow button
- Listen on Spotify button
- Buy on iTunes button
- Like us on Facebook
- Links to their individual Twitter and Instagram accounts
- Email newsletter sign-up form
The LiveHub provided the pair with a platform to surface and showcase the best fan content, allowing them to tell the story of their journey from home country nominees to Eurovision finalists; ultimately bringing their fans on the journey with them along the way.
Mørland and Debrah enjoyed a potential social reach of just over 2.5 million via channels including Twitter, Facebook and Instagram. The duo came 9th out of 27 countries, a result they can certainly be proud of.