GP TV is the online news broadcast of the Gothenburg Post. To raise awareness and increase the number of Gothenburgers watching the broadcast, we created a competition where you can test your local skills against ten questions over ten days. The grand prize was a VIP card (season ticket) to all major cultural and sporting events in the city. Ads showed a daily three-second clip from a broadcast and asked a local question (What building? What bus stop? What street?). If you knew the answer, you could compete right there, inside the ad. If you needed more input, you could click to watch the GP TV broadcast. The result was an entire campaign site – all within the same ad.
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