Since we were not allowed to talk about beer, we decided to talk about another North Norwegian culture trait: swearing. We created bannskap.no, an interactive swear-jar. The mission was to collect creative Norwegian cusswords. For every word, 1 NOK went into the jar, and the money will be given to someone who has done a noble job in promoting Norwegian profanitites. The site was launched in April 2011, with just a press release to a few local newspapers. As expected, it rapidly caught on with the big national medias, and users from all over the country soon followed.

The objective was to create attention and positive buzz about Mack in the core target group. The total population in this region is 450,000. With more than 25,000 visits to the site, more than 4,500 words contributed and countless votes and FB-shares, this was a success. In addition some 30 press stories in local and national medias represented added value to the campaign and the brand. Mack Brewery did not run any brand trackers or other kinds of research during the campaign, but are planning to do so later this year.