Heavy Metal Knitting World Championships
Objective
1. To launch a completely new event concept in North Karelia. To highlight something unique in Finnishness that also captures the attention of an international audience and guides it into the world of heavy metal knitting.
2. To raise global awareness of the Heavy Metal Knitting World Championships and make the event accessible for both in-person and remote audiences.
Event launch,
marketing & streaming
>6 million
Potential stream viewers worldwide
>35,000
YouTube views of recordings
>60 min
Average watch time during the stream
100 million people
Media reach after the first competition
60,000
Articles published globally after the launch
€0
Social media marketing budget
Solution
The Heavy Metal Knitting World Championships were launched and held in Joensuu for the first time on July 11, 2019. The event was produced and marketed in cooperation by Taito North Karelia’s “On a Journey to the Experience of Handicrafts” project and the marketing agency Tovari. The international event quickly gained global traction. Just one week after the event, videos from the competition had been viewed tens of millions of times around the world and were featured on dozens of TV and radio stations globally.
In the competition years 2021 & 2022, we collaborated with the client to produce high-quality livestreams featuring multiple camera angles and visually engaging elements. These were broadcast live on the Heavy Metal Knitting YouTube channel. The livestreams emphasized visual appeal and high production quality, aiming to replicate the structure and pace of a tightly run live television broadcast. In addition to live footage and graphics, the streams included pre-recorded videos and remote participant involvement.
