
Lately, young men’s media habits have fragmented, and they are over-represented in using media that they actively opt in for. Post launch, an OOH billboard campaign was rolled out. As we developed the game, we included elements that gamers would pick up, hoping to the reach a specific influential gamer that would try out the game - adding a layer of credibility. We used two trailers for the game, one prior to the game and one on launch day, both seeded on social media channels and as YouTube pre-rolls. Thanks to the cutting-edge game-inspired show we gained free media coverage on national TV. Six months prior to launch, we show cased the new collection at Stockholm Fashion week. The business impact of the in-game shopping feature resulted in a 40% increase in sales on the its webshop (YoY). The total reach was 44 million that in effect generated a 20% increase in consideration in the target group. The success generated over 300 articles and blogs with a high affinity in the target group and it has been shared 15.000 times in social media. Several medias have reported, including Spiegel Online, The Washington Post, Fast Company and CBS News - leading to an estimated PR worth of €9,5 million. The game also introduced a new platform for e-commerce in-game shopping. As the game was at the heart of the launch, it inspired the communication outside the game such as the fashion show to outdoor billboards. If we got people talking about the game, influencers would pick up on it and pass it on to their fans - adding credibility. We integrated PR elements that we hoped the gaming community would pick up on. To follow Bjorn Borg's mission to 'take an active stand for more love in the world', we decided to parody the first person shooter-genre.
