POWER turned a TV treasure hunt into Oslo's streets and 25.9M TikTok views

POWER, one of the Nordics' largest electronics chains, wanted massive attention and engagement for its TV 2 series, building a unified TikTok and Instagram strategy with AVIA Produksjon.

Five street films built awareness, a 300-influencer premiere filled Klingenberg cinema with shareability built in, then a physical hunt for 20 hidden keys with running leaderboards, plus influencer pushes tied to sales — all documented as it happened.

25.9M TikTok post views in July (up 80% month-on-month), 263,000 profile views, 63,000 post likes, 14,000+ shares; the hunt made VG, Dagbladet, TV 2 and Se og Hør — and trampled flower beds the team publicly cleaned up with the city agency.

To market its summer TV 2 series 'Jakten på nøklene' (The Hunt for the Keys), Norwegian electronics chain POWER and production partner AVIA Produksjon built a unified TikTok and Instagram strategy: more than 70 films, over 300 content creators and influencers, and a real treasure hunt that brought hundreds of Oslo residents into the streets looking for keys.

The sequence built momentum in stages: five street films seeded awareness, a star-studded premiere brought 300 influencers and celebrities to Klingenberg cinema with shareability engineered in, and then a physical hunt — 20 hidden keys, live leaderboards — kept the pressure up through summer, paired with influencer pushes tied to sales-driving moments.

The hunt 'hit a nerve we hadn't quite seen coming', said marketing manager Johannes Ittelin-Brynildsen: enthusiasm ran so hot that some Oslo flower beds took a beating, so the team cleaned up with the city environment agency — and, since the whole campaign lived in social media, documented that too. The series became a social-media talking point, with 25.9 million TikTok post views in July, up 80% on the previous month.

The campaign gave people a story to follow and a game to play, not a price message — marketing manager Ittelin-Brynildsen's stated brief.

Every stage produced shareable material: street films, a 300-influencer premiere, and a live hunt the public documented themselves.

The flower-bed incident became an asset when the team cleaned up publicly with Bymiljøetaten, extending the story rather than burying it.

Results were measured in owned-channel reach: 25.9M July TikTok views, +80% month-on-month, 14,000+ post shares.

A TV tie-in works when the audience can play it: moving the fiction's premise into the street made the show's marketing something people joined — and filmed.

AVIA's case write-up on Kreativt Forum (September 2026) credited a large team — agencies Schjærven and Friday among them, plus TV 2 and Klingenberg cinema — and reported the campaign's numbers as proof that entertainment-first retail marketing could earn organic reach at scale.