We didn’t want to give PewDiePie just any present, we wanted to give him something worth talking about, that only PlayStation could give. Instead of sending a branded gift box or self-promotional mailer, we sent PewDiePie a one-of-a-kind personalized gift inside something he’d never expect to receive from a company an ocean away: A freshly baked birthday cake with “Greatness Awaits Inside” written on top and a custom Dual Shock 4 hidden inside. Is there anything cake can’t do?

To ensure that our gift grabbed PewDiePie’s attention, we placed it inside something utterly surprising and completely irresistible: a freshly baked birthday cake.

London-based Pewdiepie was scheduled to return home from a long book tour on his birthday. To coordinate, we partnered with a small local bakery and had the cake waiting just as PewDiePie arrived at his doorstep.

PewDiePie discovered the cake and made a video about the controller to the tune of 3.4 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.