Klarna: Heartbeats 4 Sneakers

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

Campaign details

Brand: KlarnaAdvertiser: KlarnaCountry: UK

Campaign Overview

A shoo-in for gold

Klarna wanted to big up its sneaker retailers. It launched the world's first bot-free sneaker raffle, generating huge PR and views on YouTube.

Strategy

Klarna needed a highly relevant media partner to ensure the campaign credibly spoke to the target tribe community of European sneaker freaks. It wanted to set foot in their world, improving their experience or solving problems they faced.

The overarching objective was to create something people would talk about, generating peer-to-peer recommendations, social sharing, user-generated content and press attention....

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