HOW WE BUILT THE BATTLE ROYALE OF CONTENT

HOW WE BUILT THE BATTLE ROYALE OF CONTENT

Marketing Campaign

WHO SAID PLAYERS WERE THE ONLY ONES WHO NEED A SURVIVAL GUIDE?

The golden age of battle royale isn't just a gameplay trend. It's a competitive one. Facing mobile, PC, and console combatants, PUBG Mobile turned to Armed Mind to help recruit players into the game and ensure they felt at home from their first drop onward.

Akin to the fateful “circle” in-game, when our partners at PUBG Mobile looked out, they could see challenges closing in:

  • 1) Continue to differentiate in a market increasingly saturated with battle royale titles
  • 2) Go beyond media to drive interest and installs through earned PR reach generated by best-in-class content
  • 3) Help onboard new players to maximize them as long-term fans and brand ambassadors
  • 4) Help drive chatter and buzz, while forging a sense of community between vets and newbs alike

Equal parts educational and sharable, we set out to create content that would not only drive chatter and buzz, but help demystify the battle royale combat of PUBG Mobile in ways that could help improve the techniques and playstyles of new and existing fans alike.

The only problem? Now, we’d have to avoid them on the battlefield.

PUBG Mobile Global Content Campaign
Client
Tencent Games
Project
PUBG Mobile Global Content Campaign
What We Did
  • Campaign Strategy and Audience Segmentation
  • Campaign Ideation
  • Social Campaign
  • Original Digital Content
  • Video Trailers and Content
  • PR Amplification and Pitching
  • Interactive IG Story Experience

THE CAMPAIGN LOOT BOX

In just 10 content beats, our campaign generated massive awareness and earned sustained buzz by building a content stream “for mobile players by mobile players,” ultimately generating new player interest, attracting lapsed players, and strenghtening PUBG Mobile’s community.

Results
  • 187.5MM+ EARNED MEDIA IMPRESSIONS ACROSS ALL 4 PHASES OF CAMPAIGN
  • 1.8MM+ VIDEO VIEWS AND 291K ENGAGEMENTS GENERATED ON PUBG-MOBILE SOCIAL CHANNELS ALONE
  • 1.3MM VIEWS AND 200K+ ENGAGEMENTS ON 5-PART "SURVIVAL GUIDE" VIDEO SERIES
  • 500K VIEWS AND 95K ENGAGEMENTS ON 3-PART "DECISION TREE" VIDEO SERIES
  • EXCLUSIVE EDITORIAL PARTNERSHIPS WITH IGN AND GAMESPOT DEDICATED HUB, HOMEPAGE AND SOCIAL PLACEMENTS
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