To create a viral moment for the PlayStation brand.
In case you're not "hip" and "with it", PewDiePie is a Swedish-born game reviewer who also just so happens to have 40+ million subscribers and 10 billion + views, making him the biggest star on YouTube ever. Ever.
We identified his birthday as the perfect opportunity to create a viral moment for PlayStation. So we baked PewDiePie a cake and hid a one-of-a-kind, hand-painted DualShock 4 controller inside.
PewDiePie discovered the cake and made a video about the controller to the tune of 3.2 million views. We organically trended on Facebook for an entire day and got press coverage on everything from Entertainment Weekly to Polygon. All with zero media dollars and zero talent costs.
Is there anything cake can't do?
PewDiePie's organic video of our cake and controller earned over 3.2 million views. We trended all day on Facebook and received press coverage on everything from Entertainment Weekly to Polygon. All with Zero media costs and zero talent costs.