#somuchbetter -> #somuchbetterspp

 

CHALLENGE
How do you get lots of people talking about retirement savings? On Saturday nights?

BACKGROUND
“So Much Better” on Channel 4 is the most popular Saturday TV-show during fall in Sweden.
The hashtag #somuchbetter is always #1 on Twitter trending topics during Saturday nights.
Retirement savings, on the other hand, is something almost never talked about on Twitter.

SOLUTION
SPP, a pension company, is a sponsor of this year’s “So Much Better” and to become a topic
of conversation we decided to kidnap the hashtag #somuchbetter with a new promoted hashtag
called #somuchbetterspp

RESULT
It quickly became the “official” So Much Better tag during the evening and after a few hours
there were thousands of tweets made together with​​ SPP who also tweeted about pension using 
the same hashtag.