Interactive ad: SPP: #somuchbetter -> #somuchbetterspp

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Top 6: November 13th 2013

How do you get lots of people talking about retirement savings? On Saturday nights? “So Much Better” on Channel 4 is the most popular Saturday tv-show this fall in Sweden. The hashtag #somuchbetter is therefor always #1 on Twitter trending topics during Saturday nights. Retirement savings on the other hand is something almost never talked about on Twitter. 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

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 during the program.