# Husqvarna: DOOM Mowers

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

- Owner: Husqvarna; Prime Weber Shandwick (agency); Bethesda / id Software (game partner)
- Kind: Campaign
- Sector: Technology
- Seed date: 2023-11-22
- Peak date: Week of Feb 27, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 53 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Platform jump, Press loop, Newsjacking

## Summary

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.

## Timeline

- 2023-11-22 — Clarence Kane (YouTube) — Clarence Kane uploaded the HUSQVARNA x DOOM film later embedded by GGRecon.
- 2023-11-24 — GGRecon (Press) — GGRecon reported that DOOM ran on Husqvarna mowers and embedded the November film.
- Week of Nov 24, 2023 — Husqvarna / DreamHack Winter (Open web) — Husqvarna let DreamHack visitors play DOOM on mowers and compete in deathmatches.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/husqvarna-doom-mowers

Cite as: How It Spread (2026). “Husqvarna: DOOM Mowers.” Case HIS-00367. Spread Score v1.2: 53/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00367