Our client IQ works to encourage a smarter approach to alcohol, with the main focus on young adults. Their aim with the campaign was to reach young adults and put some focus on alcohol consumption and use of social media.

First we did a survey and found out that a lot of young adults really post stuff on the Internet while under the influence. We used this information for gaining interest from journalists and bloggers when launching the campaign.We invented the world’s first sobriety test for social media, www.fyllefilter.se (English version:http://www.boozefilter.com/). On the website we provided a handful of randomly selected, easy to start, hard to pass, fun to do-tests, to find out whether you are sober enough to post on Facebook.

If you passed the test, the posting on your Facebook wall was tagged as "boozefiltered" and if not passed, the posting was tagged with a warning "the content of this post is not booze-filtered". The sobriety test spread exceptionally fast amongst the target group and got lots of media coverage. It also showed a big effect on young adult's behaviour and awareness.

The preparation for the campaign was extensive. We wanted to have several tests on the boozefilter so people wouldn´t get bored. They must be on a level where you can pass them sober but not so easily while drunk. The tests had to be funny. With subcontractors we made the site and the tests, and made everything very spreadable.The launch was, as planned, at the beginning of November. The same day as launching, we communicated the project with press releases, e-mails and information to key journalists and bloggers. No traditional advertising was involved.We had scheduled the campaign to last for a week (after day one, it was almost entirely in the hands of the Swedish people). It lasted nearly three weeks, with postings on blogs, twitter, Facebook and traditional media coverage.

People loved it. After two days: 42,000 unique visitors. Today 65,602 people have taken 514,695 tests to see if they are sober enough to communicate in social media. More than 5,000 people liked our site to Facebook and on Google we went from practically no hits to 66,600.Media loved it. More than 35 Swedish media covered and among them, all the biggest newspapers, TV-channels and national radio. 389 postings on Twitter reaching more than 100,000 people, and more than 100 blogs wrote about our test.Young adults reflected. In a survey conducted two weeks after fyllefilter.se was launched 51 percent of young adults (18-35 years) had heard about a booze filter for Facebook. 30 percent had read about fyllefilter.se and social media. 20 percent claimed that, thanks to fyllefilter.se, they had started to reflect on people's consumption of alcohol while using social media.