Background

Björn Borg released a short trailer for ‘First Person Lover’, a spoof video game which satirised the controversial 'Hatred', an isometric style PC game which saw the main character committing genocide.

Objectives


Secure coverage of the video



Increase views of the video



Increase sharing and engagement of the video



Increase awareness of the Björn Borg


Strategy

Viral Seeding put together a strategy which consisted of undertaking outreach to utilise on the controversy of Hatred, including contacting fashion, video game and culture related websites and blogs.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Contacting journalists and bloggers who had previously written about Hatred



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


29 pieces of coverage secured on fashion, video game and culture websites



67,000+ views contributed to the YouTube video



70 social media shares to over 5.6m followers and fans


Highlights & coverage

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