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.


Secure coverage of the video

Increase views of the video

Increase sharing and engagement of the video

Increase awareness of the Björn Borg


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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