PUBGM 4th Anniversary: A Mobile Conquest of Gen Z Hearts
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Leveling Up Engagement: How Pico Art International Paved the Way for PUBGM's European Triumph
In addition to celebrating, PUBG's fourth anniversary is also designed to win over European Gen Z players. Partnering with Pico Art International, the campaign transcended typical in-game festivities and embraced the vibrant Gen Z gaming culture ecosystem.
Beyond the Battleground: Redefining Play as a Social Playground
Pico Art's insightful analysis revealed a crucial understanding: for Gen Z, gaming extends beyond simply playing for enjoyment. It serves as a social platform, fostering connections, learning opportunities, and self-expression through the game itself. This became the campaign's guiding principle, transforming PUBGM into an interactive playground for Gen Z to compete, connect, and showcase their individuality.
Interplanetary Adventures: AR Treasure Hunt Ignites Excitement
The campaign transported players to a thrilling "4th Dimension" experience. An AR treasure hunt, fueled by smartphone location technology, sent them on a whirlwind adventure across Europe, hunting for "airdrop" crates familiar with the game. Each discovery unlocked exclusive in-game rewards, triggered downloads for new players, and fueled friendly competition with leaderboards and influencer challenges.
More Than Just Games: Building Community and Brand Love
The PUBGM campaign prioritized fostering a deeper connection with the community, beyond simply aiming to increase downloads and interactions. By implementing AR hunting, the campaign successfully united players, fostering a sense of camaraderie and shared excitement during a period of social distancing.
Credits
Entry Title: PUBGM 4th Anniversary Campaign
Entrant Company: Pico Art International Pte Ltd
Client: Tencent Games (Level Infinite)
Winning Category: Digital Marketing (Campaign) - Mobile Campaign
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