(Tretton By Björn ranelid)

In regulated categories, you don’t buy attention. You earn it.

To mark the Premier League kickoff, Stryktipset launched Tretton – a campaign bridging football culture and literature. Together with award-winning author Björn Ranelid, we created 13 short stories (Stryktipset’s magic number) blending English football drama with the tone of British crime fiction.

The campaign ran as an integrated 360 rollout across print, digital and podcasts, with stories serialised weekly in national newspapers. Ranelid fronted the campaign as spokesperson – because credibility beats claims.

Result: High-impact earned visibility and cultural cut-through, driven by editorial interest and major appearances on outlets like P3 and Efter Fem.