Background: Swedish fashion brand Björn Borg teamed up with online party and training enthusiast Ron Allen to launch their AW12 apparel collection. Ron developed a whole exercise programme that boils down to developing that perfect bod without compromising on the party time. An intro video was made available at http://youtu.be/MVDvadZif0A.
Objective: The objective of seeding was to encourage blog and website editors to embed the video and link through to the Party Training web site at www.bjornborgpt.com. Viral, video sharing, marketing, cool hunting, web culture, lingerie, underwear, mens lifestyle and nightlife sites were targeted.
Results: 47 pieces of coverage, 120k+ views of the video and tweets reaching 154k+ followers