PUBG MOBILE
PUBG MOBILE outperformed the intent to play benchmark by 7.6x with a ‘Chicken Battle’ event, a school-to-school competition
The Objective
PUBG MOBILE: BATTLE GROUNDS, the global leader in the battle royale genre, is one of the most played games in the world. Since 2019, KRAFTON has been hosting a variety of engaging events to maximise the game's unique play experience and delight fans, and in the summer of 2024, the studio wanted to host the Battle Royale Mobile ‘Chicken Battle’ as a community event for middle, high school, and college students across the country to drive awareness, stimulate play, and drive user acquisition.
KRAFTON created a branding campaign using Branded Effect and Branded Mission merchandise that worked well with the engaging event to build user affinity and desire to play Battle Royale Mobile, while also driving user action more effectively through a full-funnel strategy that organically blended branding and performance.
The Solution and Result
KRAFTON created gamification Branded Effects and Branded Missions that reflected the intuitive elements of the creator's ‘Chicken Battle’ event name, and boosted the campaign by engaging users and actively collaborating with the creator. The result was 3.2x more video views (12.2 million) than the benchmark, as well as a significant increase in relevant hashtags after the campaign period.
KRAFTON also observed significant lifts across a range of brand metrics. The numbers show that the campaign drove a broad perception shift, from brand favourability (+2.6%), which was the goal of the campaign, to down-funnel metrics such as preference for PUBG MOBILE over other games (+2.8%) and intent to play (+3.8%).
In addition, the Conversion Lift Study (CLS) showed that the exposed group generated more user actions than the unexposed group. App launches, the primary objective of the campaign, increased +15.6%, and users exposed to the campaign made 26.1% more in-app purchases, despite no direct call-to-action, demonstrating the effectiveness of a full-funnel strategy focused on an enjoyable user experience. The KRAFTON event was a huge success, with 26,000 people attending the in-person event.
KRAFTON will continue to organise community-based events to reach out to a wider audience and amplify the enjoyment of the game, while working harder to make PUBG MOBILE a part of fans' lives and culture.