When football fever hit Norway, Aller Media and Dagbladet in the middle of the national holiday

Through their collaboration with Fotbalfesten, Aller Media and Dagbladet to make the championship far more than what happened on screen.

The football festival gathered around 325,000 visitors throughout the summer and became an important meeting place for football enthusiasts across the country.

Dagbladet was visibly present throughout the championship, with studios, activities and engaging content that gave the audience more ways to participate than just following the matches. At the same time, readers, partners and invited guests were given the opportunity to experience the atmosphere up close.

To extend engagement beyond the arenas developed Dagbladet A range of editorial and interactive concepts that brought audiences together across platforms. Quizzes, competitions, entertainment and special products helped make the World Cup an experience that lived on throughout the summer and created strong involvement among users.

– The activities show the potential that lies in moving from pure exposure to actual involvement. When the audience is already emotionally invested in a big moment, opportunities open up for concepts that invite them to participate, share and engage, says Line Berger Andersen, Marketing Director at Aller Media Norway.

The collaboration also provided valuable insight into what creates engagement. Experience showed that authentic moments, relevant stories, and the opportunity to actively participate are what create the strongest bonds between audience and content.

– It's not just about reach, but about being present when attention, engagement and emotions are at their highest. For Aller Media and Dagbladet The World Cup summer was a good example of how strong editorial positions can be combined with experiences, creative activation and commercial collaborations, says Berger Andersen.

With hundreds of thousands of visitors to the Football Festival and a large engagement across Dagbladet's platforms, the World Cup summer showed how Aller Media and Dagbladet can bring people together around major national events and create experiences that provide value for both the audience and partners.