The challenge
Alexander Rybak took the world by storm after his victory in the Eurovision Song Contest, and his videos on YouTube have so far had more than 35 million viewings. Even after winning the contest, Rybak still had no official website. Meanwhile, there was a lot of interest in him on the internet. Young people blogged, downloaded videos and posted pictures, while continually searching for the next concert location and the latest videos.
The solution
Creuna took on the challenge of developing and establishing Rybak’s official website and decided, along with Rybak manager BpopMentometer, to invite fans to participate in deciding the content of the site. A blog was created that allowed fans to express their desires and send links for inspiration. Creuna worked in parallel, under the assumption that the fans would want a website where they could meet Alexander through pictures, video, tweets, and daily updates from his concerts.
The results
Knowing that the main target group is young people who are often active on the internet, Creuna decided to go for a solution that is to a large degree based on the use of social media. The videos are put out on YouTube, the messages on twitter, the pictures on Flickr and the fan activities on Facebook. For these and a number of other channels, the website functions as a hub. Alexanderrybak.com directs the traffic and makes the artist available in the various media and increases searchability. In addition, his followers can communicate with each other and they are invited to post their own pictures. For people looking for concerts or tickets, the website has integrated Googlemaps, which gives a visual overview of where and when concerts are taking place --and where the fan is located. The website also contains an official biography, contact information and press information.