<iframe src="//www.googletagmanager.com/ns.html?id=GTM-KJ4LCR" height="0" width="0" style="display:none;visibility:hidden"></iframe>
digitas logo


Greatness Awaits for PewDiePie


With YouTube star and game reviewer PewDiePie turning 26, PlayStation did what any good friend would do. We baked him a cake. 

How do you create a piece of content so unique and surprising that an international gaming sensation with 40+ million YouTube subscribers and 10+ billion views will not only enjoy it, but also want to spread it organically?

PewDiePie was scheduled to return home from a long book tour on his birthday, so we partnered with a local bakery to create a custom cake. When he saw our cake with the the message “Greatness Awaits Inside,” he promptly cut it open and found our real present–a customized Dual Shock 4 controller.

His vlog about the experience attracted over 3.2 million views. We trended on Facebook for an entire day, and earned press coverage from Entertainment Weekly to Polygon for a total reach of 10.8 million people.

And the fact that we achieved all of this with zero dollars spent on media and talent was just icing on the cake. 


digitas logo

This holiday, digitas is going dark.

See why and find out how you can help.