Björn Borg: First Person Lover
Open the game- Brand
- Björn Borg
- Year
- 2015
- Objective
- Product launch
- Industry
- Fashion
- Mechanic
- Action
- Platform
- Web
- Agency
- Isbit Games
Objective
Swedish fashion brand Björn Borg launched a first-person action game to introduce their Spring/Summer 2015 collection with an unconventional playable marketing strategy. The campaign aimed to spread positive messaging and 'more love in the world' as a direct counterpoint to violent video game narratives, turning the game itself into both entertainment and branded content.
Solution
First-person action game where players shoot enemies with love-themed attacks (kisses, bubbles, rainbow energy beams) that strip enemies down and re-clothe them in Björn Borg apparel. Launched as a free downloadable title for PC and Mac via firstpersonlover.com. The campaign leveraged viral seeding through gaming influencers and media outreach to fashion, gaming, and culture websites, capitalizing on the Hatred game controversy as cultural timing.
Results
Over 500,000 players across 190 countries. PewDiePie's gameplay video generated 5+ million YouTube views. Campaign reached 44 million people through hundreds of let's play videos from gaming influencers. High-profile endorsements from major gaming personalities (PewDiePie rated it 'Most fabulous game in the universe', Markiplier gave it '10/10, Game of the year'). Produced on a shoestring budget.
