Branded entertainment is not very developed in Sweden. There has been a few exemptions with programming on commercial TV-channels but mostly in the area of infotainment and light entertainment.

Short parts of the documentary were shown as a TVC. PR played a big part of it as Sweden's biggest newspaper (Aftonbladet) had not only 1 but 2 full page articles about the subject. It was also picked up by popular bloggers in Sweden and other countries where ice hockey is popular. Big online hockey forums also posted links to the content and heated discussions followed.

The documentary was seen by close to 200,000 people, which is 50% of the core target group. The campaign office had close to 100,000 visits and the average time spent was around 3 minutes. 25,000 people signed the letter to the NHL.The tracking of the campaign revealed big movement on the key variables for Oddset’s positioning as the gambling company that takes you closer to sports.‘Biggest passion for sports’ went from 24% to 35% that absolutely concurred in the target group. ‘Is always close to the sport’ went from 41% to 54%, and ‘knows the most about sport’ went from 26% to 42%.