We decided to create events through which to introduce Gregor to general public. During the first, teaser phase, articles about a “black sheep” start appearing in newspapers and on web portals, anonymous banners, viral seeding. A black sheep search microsite went up, and the users started to join in.
The black sheep was then “revealed”: first there are count down banners and then a press conference video gets “aired” online. People meet Gregor. Gregor then gets “built” into Tele2 web site, gets his Facebook page, fans and FB apps. A Youtube channel featuring his commercials is launched.
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