Returpack’s viral campaign featuring e-sport stars – a great success

Last week, Returpack launched a music video, featuring Swedish e-sport stars, on YouTube. The video quickly became one of the most viewed Youtube clips in Sweden.

“Naturally, it’s thrilling that it’s been such a success. As you know, succeeding with viral campaigns is not entirely easy, there has to be a strong incentive for wanting to spread something – and one good reason is humour. You have to think that it is so funny or interesting that it strengthens your social capital,” says Katarina Lundell, Marketing Manager at Returpack.

“This is one of many things that we do at Returpack to encourage young people to recycle more. E-sport players are a group that consume a lot of canned drinks. Now we hope that many of them will listen to these e-sports stars and recycle more.”

30 000 views in 12 hours – and more than 100 000 views in a couple of days
Computer competition, or e-sport, has become increasingly popular among young Swedes, even as a spectator sport. That’s why the concept with e-sport stars recycling a classic Swedish TV commercial song, could become such a great success. The music video includes e-sport heroes such as HeatoN, GeT_RiGhT, Fazz and SjoW playing instruments and singing in a bar in true Havanna style. In barely a week, more than 100 000 people have seen the video on Youtube and e-sport journalists from all around the world have written about it.

“I think that the key to success is to really listen to your target group, to get to know them and to communicate in the right language and through the right channel. This is something that Returpack is putting a great deal of effort into, but we can still improve,” says Katarina Lundell.

The music video can be viewed here:
http://www.youtube.com/user/returpackab#p/a/u/0/7xCsa9Q50xk

The original TV commercial can be viewed here:
http://www.youtube.com/user/returpackab#p/u/3/ErOK9kLdzqU

For more information, please contact:
Katarina Lundell, Marketing Manager, Returpack
Tel: +46 (0)11 191 982
katarina.lundell@returpack.se

Participating e-sports stars:
Emil “HeatoN” Christensen, former Counter-Strike pro
Christer “fisker” Eriksson, former Counter-Strike pro
Abdisamad “SpawN” Mohamed, Counter-Strike pro
Christopher “GeT_RiGhT” Alesund, Counter-Strike pro
Björn “Threat” Pers, Counter-Strike pro
Jeffrey “Sjow” Brusi, Starcraft II pro
Pär “Fazz” Söderman, QuakeLive pro

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