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Library/Campaign/Husqvarna: DOOM Mowers
Grade B19 sourcesHIS-00367

Husqvarna: DOOM Mowers

Campaign · 2023 · Notable

53Editable slideCertificate

Husqvarna put DOOM on robotic mowers and claimed 3.8 billion in earned media reach.

Original · Husqvarna; upload by Clarence Kane
Clip · GolemDE on YouTube
HUSQVARNA x DOOM
Clarence Kane on YouTube
Official Husqvarna image of the Automower used for the DOOM update.
Husqvarna
DreamHack Winter 2023 Concludes with Record-Breaking Attendance
ESL FACEIT Group
Prisregn över Prime och Husqvarna - Prime Weber Shandwick
Prime Weber Shandwick
Husqvarna | DOOM Mowers
The One Club / Prime Weber Shandwick and Husqvarna
DOOM Mowers ‹ Guldägget
Guldägget / Prime Weber Shandwick
The story behind Doom on the Husqvarna lawn mower (MWC 2024)
GolemDE on YouTube
DOOM finally gets 1v1… by playing on a lawnmower
GGRecon
Shot of Doom being played on the Husqvarna Automower.
Tom's Hardware
Husqvarna ports Doom to a robot lawnmower
The Register
Layoffs and weird PR emails | This week's gaming news - Engadget
Engadget
Playing doom on a Husqvarna Automower NERA and Brilliant Frame smart glasses
Android Central

Spread Score

How it works
Reach62Contagion35Breadth60Velocity79Longevity2453

Numbers

Earned media reach, entrant claim; not unique people
3.8B
Self-reported · The One Club / Prime Weber Shandwick and Husqvarna
Peak date
Week of Feb 27, 2024
Nov 22 ’23 to Week of Feb 27, 2024
Platforms
4
Started on YouTube
Origin
Stunt
Technology

Mechanics

  • Real-world spectacle
  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

A campaign film appeared online before Husqvarna staged mower deathmatches at DreamHack. The company announced a free owner update, followed by hands-on reporting, forum discussion and recruitment-campaign awards.

Dates use the stated precision; chart positions are date anchors.

Google searchesOct ’23NovDecFeb ’24MarAprJulOctFeb ’25MayJunPeakYouTubePressOpen webReddit
YouTubePressOpen webReddit

12 more events on this chart

Join free to see them

Timeline (15)

  1. November 2023

    Clarence Kane seed · Nov 22 ’23

    Clarence Kane uploaded the HUSQVARNA x DOOM film later embedded by GGRecon.[1][2]

    HUSQVARNA x DOOM
    Open the first post ↗

  2. GGRecon press · Nov 24 ’23

    GGRecon reported that DOOM ran on Husqvarna mowers and embedded the November film.[2]

    DOOM finally gets 1v1… by playing on a lawnmower

  3. Husqvarna / DreamHack Winter owner response · Week of Nov 24, 2023

    Husqvarna let DreamHack visitors play DOOM on mowers and compete in deathmatches.[2][3]

    DreamHack Winter 2023 Concludes with Record-Breaking Attendance
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-15Score 46 → 53 · Fact-check passed (34 claims)
  3. 2026-10-13Added: 15 events, 19 sources · Score 46
Origin
Stunt
Sector
Technology
Region
SE
Earned media reach, entrant claim; not unique people
3.8B
Self-reported · The One Club / Prime Weber Shandwick and Husqvarna
Evidence
Grade B

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YouTube · 2024

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LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney

YouTube · 2022

44
Rob & Ryan Lead From Behind

3.3B impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

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Google searchesOct ’23NovDecFeb ’24MarAprJulOctFeb ’25MayJunPeakYouTubePressOpen webReddit
YouTubePressOpen webReddit

12 more events on this chart

Join free to see them

  1. November 2023

    Clarence Kane seed · Nov 22 ’23

    Clarence Kane uploaded the HUSQVARNA x DOOM film later embedded by GGRecon.[1][2]

    HUSQVARNA x DOOM
    Open the first post ↗

  2. GGRecon press · Nov 24 ’23

    GGRecon reported that DOOM ran on Husqvarna mowers and embedded the November film.[2]

    DOOM finally gets 1v1… by playing on a lawnmower

  3. Husqvarna / DreamHack Winter owner response · Week of Nov 24, 2023

    Husqvarna let DreamHack visitors play DOOM on mowers and compete in deathmatches.[2][3]

    DreamHack Winter 2023 Concludes with Record-Breaking Attendance

  1. platform jump · Nov 24 ’23

  2. owner response · Feb 23 ’24

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

Do this

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Pro opens the playbook, all 11 sourced numbers and 19 sources. Start with a free account.

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