Wednesday, February 13, 2008

Seizing the opportunity, a Scandanavian meta search engine with designs on the UK scene, had some fun with a viral video a few months back.

The company created an ad to poke fun at what was one of the biggest scandals for years in Denmark (indeed, more than the infamous cartoons), when a spectator ran on the pitch at a crucial European Championship qualifier against Sweden.

The Denmark "fan" was sufficiently moved after an altercation between a couple of players and hit the referee. The nation went into meltdown and the story dominated the headlines for weeks.

Travelmarket, not wanting to miss an opportunity, made a video mocking how the Scandanavian press was trying to track down the culprit after he was released by police.

Within 48-hours it had 300,000 views on YouTube.

But then the Danish football association got in touch. It seemed sensible, for obvious reasons, that the similarities of the actors' shirts to those of the actual Danish team be, er, reduced.

Travelmarket had to then remake the video - but, alas, the momentum was lost. The new version, uploaded seven months ago, has only had a modest 12,000 views since.

Kevin May, editor, Travolution

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