Mother's Confessions a Hit for Bonnier Tidskrifter

Sunday May 30 is Mother's Day in Sweden and for the second year in a row, Bonnier Tidskrifter is organizing  Mammabikten - "The Mother's Confession." The magazines Mama and Vi Föräldrar and website Alltombarn.se are holding the event together, with Bonnier Tidskrifters event department Creative the driving force behind it.

"Creative's goal is to expand our previous projects into bigger concepts this year so they include web, print and events," says Hanna Håkansson, project leader at Creative. "It means we can offer our advertisers new possibilities to communicate with our target audience - and we can be paid better."

Compared to 2009, Mammabikten has been taking place over a longer period of time - for example mammabikten.se was launched already in March. At the website, mothers can confess to things they feel guilty about or worry about to other site visitors.

"Interest in the event has been big and we've already gotten hundreds of confessions," says Håkansson. "The mothers have been incredibly engaged with one another, encouraging and supporting each other's comments. You really understand that the 'sharing with others' social media phenomenon isn't going away."

There is even Mammabikt TV with interviews of celebrities who are moms at the campaign site and at daily newspaper Expressen.se. "Mammabikt TV has been a huge success," says Håkansson. "The first video clip had 5,000 views the first day and we've had over 200,000 so far."

During the campaign period, the magazines' websites and Alltombarn.se have had banners and subscription offers tied to Mammabikten.

The actual event will take place at Hotel Rival in Stockholm, with performances and celebrity speakers for a whole day, as well as lunch, snacks and a goodie bag.

"The tickets are nearly sold out, so we'll have over 500 people at Rival on Sunday," says Håkansson. "We look forward to a day filled with inspiration, joy and spirit for all mothers."