For those who don’t know what it is; the Elfstedentocht is a 200 kilometer ice skating tour over eleven cities in the North of The Netherlands (Friesland). And over the last few days, it was basically all we heard or read about.

This obviously lead to an enormous amount of tag-on advertising. Also within Social Media. And based on the engagements reached throughout these tag-ons, it proves that Social Media is all about relevance. And fun. Take a look:

Unfortunately, it was called off after a lot of discussion around the lack of 15cm of solid ice throughout the track.

HEMA (retailer) on www.facebook.com/HEMA
Translation: 15cm ice

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