OLW x MELODIFESTIVALEN
Product Launch | Instagram
Playful sampling
OLW partnered with Maddox.gg to activate their sponsorship of Melodifestivalen through a custom game experience, designed to drive engaging in-store POS and connect fans more deeply with the brand during the live TV event.
Creating buzz
OLW needed a way to stand out around their Melodifestivalen sponsorship and turn attention into engagement. The challenge was to create an in-store activation that felt playful, timely, and connected to the ongoing TV competition and cultural conversation, all while working seamlessly in a retail environment.
Cultural relevance
A custom game that brings OLW's involvement in Melodifestivalen into stores, encourages participation during the live show period, and strengthens the connection between OLW and fans through interactive play and rewards.
An in-store game experience built on success
The experience drove engagement around OLW’s Melodifestivalen sponsorship, supported by a robust backend for prize handling. The success led to a second-year reactivation, expanding the concept from Instagram to web.
2 year
recurring activation
prize mechanics
play to win branded prizes
Melodifestivalen
grand prize and event
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