The House of Cards
About the project
Liseberg wanted to increase awareness of Halloween and attract more young people to the park through a campaign that created engagement and reach on social media.
services
Strategy
,
PR
,
Communication
,
Social Media
client
Liseberg
Concept
For the new horror attraction Korthuset (The House of Cards), we created the slasher film “52 Ways to Die”. 52 influencers, as many as the playing cards in a deck, were invited to an exclusive preview. Their reactions and experiences became content that was spread further on social media, without revealing what awaited inside the attraction.
Impact
The campaign generated around 9 million views in social media and an estimated PR value of SEK 37.5 million.
FAQ
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
