Sweden Goes Wild on Twitter


We’ve seen some edgy marketing campaigns in our time, but few would take the guts required to go forward with the Curators of Sweden project.

The project is organized by Swedish institute and VisitSweden, the country’s official tourism agency, both part of NSU, the National Board for the promotion of Sweden. To promote the country, they’ve put @sweden in the hands of ordinary citizens and allowed them free reign over whatever they’d like to share.

They call it the world’s most democratic Twitter account, though we’re not sure most folks in Sweden would vote to be represented by some of these curators. Surprising very few, when left with a platform, no restrictions and a massive audience these ordinary citizens tend to get a bit, well, unprofessional. While sharing their favorite local sights and travel ideas, they’ve also shared opinions on politics, dreams, drugs, and personal habits that really shouldn’t be discussed in polite company.

Here’s the thing, though – it seems to be working. @Sweden has picked up thousands of followers since this experiment began. And if the goal of the project is, as stated, “that the curators, through their tweets, create interest and arouse curiosity for Sweden and the wide range the country has to offer,” and that “the expectation is that the curators will paint a picture of Sweden, different to that usually obtained through traditional media” then maybe this is already a success. After following the account for a few days, we’re already certain to forever think of Sweden as a laid back, unpretentious sort of place. Hopefully that’s what they were going for.


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