Just before the tax return period, rumors of a new release of Flappy Bird surfaced. During 48 hours, we pre-launched Flappy Saver together with Sweden’s largest gaming community. With a prize of 10.000 SEK this created a word-of-mouth effect from players and their followers. The extremely difficult game (available for iPhone, Android and as a web browser game) made the incentive to share personal high scores in social media big and nurtured organic spread and media attention. The prize – 100.000 SEK in a savings account worked as a motivator for continuous engagement over the 4 week campaign period.

With a goal to position Ikano Bank as a different bank amongst 700 000 young Swedes, the result was overwhelming. In less than 4 weeks the game was played over 1, 52 million times racking up a staggering 154 days of active gameplay and voluntary commitment to a bank product from a crowd with little or no interest in banks.

The campaign reached 116 million people worldwide with the predominant message, and also the quote used by Bloomberg, “Banking, IKEA Style”. The sentiment in social media was without exception overwhelmingly positive.

The bank received recognition as bank daring to be different worth an estimate of over 3,5 million euros across 21 countries.

To top that off the game has been played over 200 000 times after the end of the campaign and the interaction with Ikano Bank lasts until today.