The torch relay – Fackelkampen – was based at Winterzone. Participants could light a torch, log into Facebook Connect and return to add “clicks” to keep it alight. The more clicks they got, the higher up the leader board they were placed. Rivals could also take clicks away by visiting Winterzone.Every move was reported on Facebook feeds to keep Winterzone top of mind.To add a team element we also secured the participation of five of Sweden’s biggest social networking communities, each torch bearer could select the community they supported, with the top team winning a €3,000 donation to the charity of their choice.The relay ran from January 29 for 14 days, finishing on the eve of the Vancouver games.

Promotion ran across Eurosport’s online properties in Sweden via editorial and advertising. Banners featuring live click counters ran on the home pages of the five participating communities.

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 at Winterzone rose by more than 5,000% in Sweden.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.