Torch relays are a traditional event in the run up to an Olympics. We wanted to build awareness of our coverage by taking advantage of Sweden’s love of social networking – a top 10 Facebook market.We created a digital torch relay ahead of the Vancouver Olympics. It was based at Winterzone but virally distributed across social networks. Participation would require frequent visits to our site.

Facebook Connect and partnerships with social network communities would ensure that every social networker knew about Winterzone.The relay started on January 29 and ran for 14 days.

Nearly 700 torches were lit and more than 311,000 clicks registered on Winterzone (including 64,000 negative clicks).

Winterzone gained 10,000 extra unique users, each clicking an average of 30 times. By integrating the event into Facebook feeds we reached an estimated 1.3m people.Traffic rose by more than 5,000%.The viral impact is demonstrated by the success of the individual winner: his friends from a World of Warcraft forum ensured he got top spot.Trade press coverage also helped raise awareness of Eurosport’s online properties among the media community.