Stockholm ‘iPad magic' gets 3 million views

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Back in March 2012, a YouTube video of Swedish magicians promoting Stockholm using iPads and trickery took the internet world by storm, leaving audiences baffled and event organisers beaming. This ‘iPad magic’ campaign was created to promote Stockholm as a business centre. Since being posted to YouTube in March, on Friday, the clip has been viewed over 3m times.
This convention also made Scandinavian headlines after Swedish representatives placed banners and advertising with the slogan "Stockholm: The Capital of Scandinavia", outraging Norwegians and Danes who were also at the event.

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Brand: Stockholm Business | Country: Sweden/ France | Sector: Travel | Format: Video, Live event, YouTube

“We knew the video was good, but we weren’t expecting such a huge success. We’re really happy!” Stockholm Business Region’s PR manager Maria Kylberg told The Local.

The Stockholm-based organization came up with the idea, which Kylberg claims was conceived in an attempt to show a conventional message in a more playful way.

The video shows magicians Charlie Caper and Erik Rosales baffling a small audience with trickery, sleight of hand, and seven iPads.

The performance was filmed in Cannes, France, at the MIPIM investment and real estate convention which took place earlier this month.

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