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Stockholm iPad 'magic' gets second run online

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Stockholm iPad 'magic' gets second run online
17:19 CET+01:00
Swedish magicians promoting Stockholm using trickery, comedy, and eight iPads have performed a new routine that event organizers hope will follow in the viral footsteps of their first video from 2012.

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

"Last year's video was a tremendous viral success so we thought we'd do an updated version and deliver some different aspects," Stockholm Business Region's PR manager Per Holmlund told The Local.

The video (which can be viewed below) was the brainchild of the Stockholm-based organization, and shows magicians Charlie Caper and Erik Rosales baffling a small audience with some serious sleight of hand and eight iPads.

The magicians discuss the benefits of living in the Swedish capital, while stunning onlookers with quick tricks and fast facts.

"This year we added more of a focus on Sweden's creative industries, such as the music industry, as well as new ideas from Erik and Charlie," Holmlund explained.

"The medium is the message. We're promoting Stockholm in a new way, we're delivering our key message to international tourists and investors alike using traditional performance and technology."

But will the video enjoy the viral success of the first one, which has enticed over 3 million views since its publication last March?

"Perhaps it will, I don't know," Holmlund told The Local.

"The video is already moving towards 40,000 views after less than a week. We feel confident about the material and people seem to like it. Now it's just up to the viewers."

youtube.com/watch?v=i-GZqni4IfA" target="_blank">Click here for this year's video

Last year's video

Oliver Gee

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