in-game shopping
Players dressed their character with the new collection. The clothes were also available to shop directly in the game. During the campaign online sales went up 40%.
Promo & Activation
The game featured a Björn Borg store inside a mall, where players could change clothes in fitting rooms and shop. Just like in a real store. We also hid real promo-codes for players to use in the online shop.
Easter eggs
To maximize the PR potential, First Person Lover was filled with internet jokes and daring political references.
The Launch
Fashion week
We launched First Person Lover at Stockholm Fashion Week, with a fashion show inspired by the game. The models wore masks from the playable characters.
Hatred Spoof
We released a spoof of the trailer for ultra violent shooter Hatred, where one of our characters stopped a mass killing with the power of love.
The campaign continued on billboards where the playable characters became fashion models. On digital billboards people could keep track on the global leaderboard — all in real-time.
Releasing the game Assets
After the campaign period we released the collection and the love-weapons for free on the Unity assets store. Making it possible for game developers to use the assets from First Person Lover in their own games.
The collection has already been used in new projects as seen below.
Playthroughs
There are several hundred review/fan videos from the game on Youtube. Together they have generated over 23 million organic views.
Markiplier – 3.1 million views →
PewDiePie – 5.2 million views →
Squeezie – 2.9 million views →
JackSepticeye – 2.2 million views →
Media buzz
The game was covered in international media. From gaming sites to newspapers.
Fast Company в†’
polygon в†’
Spiegel Online в†’
The Verge в†’
The Washington Post в†’
Selected tweets
First Person Lover became a hot topic on social media. Receiveing praise from gaming fans to international retailers.
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
This new take on emojis could help domestic violence victimshttp://t.co/BPXPRkPNBm
— Arianna Huffington (@ariannahuff)May 26, 2015
Current results
190 countries played in
€9.500.000 worth of PR
40% increase in online sales
512.000 unique players
44.000.000 people reached