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Library/Campaign/Business Iceland: OutHorse Your Email
Grade B28 sourcesHIS-00073

Business Iceland: OutHorse Your Email

Campaign · 2022 · Notable

48Editable slideCertificate

AFP reported about 8,000 sign-ups for Iceland’s horse-written email service.

Original · Inspired by Iceland

Inspired by Iceland

@iceland · May 24, 2022

You may be wondering if we really taught Iceland’s horses to reply to work emails so travelers like you could relax. And the answer is Já! Watch to see how we did it, and visit OutHorseYourEmail.com to try it! #OutHorseYourEmail #VisitIceland #Iceland #InspiredbyIceland

772
Post · @iceland on X
Clip · Inspired by Iceland on YouTube
OutHorse Your Email to Iceland’s Horses
Inspired by Iceland on YouTube
Official OutHorse service page with the choice of Icelandic horses and email-generator form.
Visit Iceland / Business Iceland
Ice­land is in­vit­ing tra­vell­ers to Out­Hor­se their emails
The Reykjavík Grapevine
Let an Icelandic horse answer your emails! | Visit Reykjavík
Visit Reykjavík
Visit Iceland's Service Lets Horses Reply to Work Emails
Adweek
You may be wondering if we really taught Iceland’s horses to reply to work emails so travelers like you could relax. And the answer is Já! Watch to see how we did it, and visit to try it!…
@iceland on X
The One Show 2023
The One Club for Creativity
Business Iceland | OutHorse Your Email
The One Club for Creativity / SS+K entry
pIceland has trotted out a service that lets horses reply to work emails when you're on holiday. (Dean Murray/Zenger)/p
Zenger News / Newsweek
How Iceland’s Horses Learned to Type Emails
Inspired by Iceland on YouTube
OutHorse Your Email
City Nation Place / Business Iceland entry

Spread Score

How it works
Reach62Contagion35Breadth50Velocity65Longevity2048

Numbers

2023 award entry: cumulative impressions, window undisclosed
3.7B
Self-reported · The One Club for Creativity / SS+K entry
Seed to peak
9 days
May 19 ’22 to May 28 ’22
Platforms
5
Started on YouTube
Origin
Stunt
Auto & mobility

Mechanics

  • Real-world spectaclePrimary
  • Shareable output
  • Platform jump
  • Newsjacking
  • Underdog

How it spread

Trace the origin

Paid social, retargeting and PR launched a horse-written reply generator. A launch-day Hacker News comment relayed the making-of film. GIGAZINE tested personalized output in Japan and explained installing it in an email auto-responder; Podiots reused it in 2024.

Google searchesApr ’22JunSepFeb ’23JunSepDecMar ’24AprPeakOpen webYouTubePressTikTokX
Open webYouTubePressTikTokX

15 more events on this chart

Join free to see them

Timeline (18)

  1. May 2022

    Business Iceland precursor · May 18 ’22

    Business Iceland announced that travellers could OutHorse their emails.[1]

    Open the first post ↗

  2. Inspired by Iceland seed · May 19 ’22

    Launched the film and pre-recorded reply generator; the Tourist Board’s May 19 notice says it starts that day.[2][3][4][21][27]

    Let an Icelandic horse answer your emails! | Visit Reykjavík

  3. eorri / Hacker News platform jump · May 19 ’22

    eorri submitted the service to Hacker News, where users joked about Horse as a Service.[5][6]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 14 events, 20 sources · Score 54
Origin
Stunt
Sector
Auto & mobility
Region
IS
2023 award entry: cumulative impressions, window undisclosed
3.7B
Self-reported · The One Club for Creativity / SS+K entry
Evidence
Grade B

Spread the same way

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YouTube · 2022

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1.25B impressions

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

Jake and the Kelces

X · 2023

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In my red era with Mama MaAuto

2.6B impressions

MapQuest's Lake Ontario stance

X · 2026

40
We’re not changing it.

Peaked at #1

New cases, every week

How the next thing spread, the week it does.

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Google searchesApr ’22JunSepFeb ’23JunSepDecMar ’24AprPeakOpen webYouTubePressTikTokX
Open webYouTubePressTikTokX

15 more events on this chart

Join free to see them

  1. May 2022

    Business Iceland precursor · May 18 ’22

    Business Iceland announced that travellers could OutHorse their emails.[1]

    Open the first post ↗

  2. Inspired by Iceland seed · May 19 ’22

    Launched the film and pre-recorded reply generator; the Tourist Board’s May 19 notice says it starts that day.[2][3][4][21][27]

    Let an Icelandic horse answer your emails! | Visit Reykjavík

  3. eorri / Hacker News platform jump · May 19 ’22

    eorri submitted the service to Hacker News, where users joked about Horse as a Service.[5][6]

  1. platform jump · May 19 ’22

  2. press · May 20 ’22

Join free to see the other 15 events and the full chart. Free, on every case.

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Why it worked

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