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
Reference links
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