Supporting Magnus Carlsen in becoming a megastar

Challenge: The challenge was to manage an increasingly growing Norwegian and international media interest as Magnus Carlsen evolved from being – for most people – an unknown chess player to become an international “mega star”. We also contributed to the commercialization of Magnus Carlsen’s brand in relation to new sponsors / partners, positioning the company “Play Magnus”, and the promotion of “Play Magnus” products, including increasing the number of users of the chess app “Play Magnus”.

Implementation: We assisted Magnus Carlsen’s team with media strategies, development of messages and ongoing advice as the Norwegian and international media interest increased as he became more successful. Furthermore, we assisted with the launch of the “Play Magnus” app in 2014, and the Play Magnus chessboards in 2015. In order to position Play Magnus, the chess products, and Magnus Carlsen himself, we continuously keep up-to-date records for chess, sports and news journalists in Norway and selected countries internationally.

“Working with Leidar was essential to getting Play Magnus on the map and front of people’s minds. Their experience in the Norwegian market and beyond has been a big reason for our success in our first year of operations. Their flexibility and creativity are a great fit for young company like us and we look forward to growing with Leidar.”

Kate Murphy
Manager, Play Magnus AS