Briefing:

Raise awareness of PUBG Mobile in a more sports-oriented audience​ and drive click throughs to download PUBG Mobile​.

Approach:

​Create a pan-European campaign to align PUBG Mobile with the European Football Championships (Euros) from 11th June – 11th July 2021, raising awareness of the game to a sport-focussed audience – a market that is different from the usual mobile gamer.

The PUBG Mobile Star Challenge Europe involved a live event across 7 countries and 54 players, locally streamed on Youtube, with pro PUBG Mobile players and macro influencers. Countries battled it out, with influencer audiences supporting and cheering their local team on across social and the live Youtube chat, mimicking the European Football Championship.​

Ranieri contracted 12 influencers to create content across multiple platforms in the lead up, during, and post event, with 10 taking part in the tournament, also supported by a digital campaign across social, sports media pages and Google Ads within the three markets. A Tik Tok challenge was created #ShootToScore, and seeded out by the client who activated professional footballers Patrice Evra and Robin Van Persie to raise further awareness within our target markets.​

Results:

Total Impressions​: 24,666,228​
Total Clicks​: 30,137​
Influencer Engagement Rate: 13.14%​
UK trending Youtube Integration Video #11