Last week Swedish sports fashion brand Bjorn Borg launched a new campaign for its Spring/Summer 2015 collection. The campaign, which is a computer game, has rendered huge international attention and is now widely praised all over the Internet.
Last Wednesday, the new Bjorn Borg computer game First Person Lover went live. The game is a parody on the First Person Shooter genre of games. In the game, players equip their character with clothes from the new collection, in order to conquer their enemies with love instead of violence.
The game has since its launch rendered large attention. Kotaku, one of the largest gaming sites in the world, call First Person Lover ”one of the most fabulous things I’ve ever seen”. Fellow Swede Felix ”Pewdiepie” Kjellberg, who runs the largest Youtube account in the world, calls the game ”The most fabulous game in the universe”. His playthrough of the game has had 3 million views so far, since it was published on Friday last week. American Youtube sensation Markplier calls it “Game of the Year”.
– This is obviously incredibly exciting. Not the least because gamers and youtubers are very picky. The world has been a bit upside down for quite some time by now. I think that people think it’s liberating to enter a world where everything is about love, comments Jonas Lindberg Nyvang, Marketing Director at Björn Borg.
Sedir Ajeenah, copywriter for the campaign, believes that the success partially is due to the timing, but also the attention to detail throughout the game.
-– We have put a lot of attention to both the story and to gameplay. There is a huge amount of details and references to the real world, says Sedir Ajeenah, copywriter at Garbergs Advertising Agency.
The game is available at firstpersonlover.com