Users who caught the buzz of the initial social media campaign were invited to experience a web-based ‘PUBGM 4th Dimension’ interplanetary world game. With their mobile phones, they could access the PUBGM app page and activate AR markers in seven cities, with each marker signifying an ‘airdrop’. Real and virtual worlds collided to create an ‘interplanetary experience’ as players hunted down key elements of the PUBGM narrative, finding the airdrops to trigger in-game prizes and new game downloads. 

Cultural, language and consumer behaviour differences between the campaign’s key markets meant that much localisation was required. The project team engaged local influencers in each market to ensure inclusivity and call on participation from consumers for the campaign. To spur repeat visits to the platform, each market also had leadership board for friendly competition between players. The top three scorers stood a chance for physical prizes such as an iPhone 13, as well as meet-and-greets with local influencers. The platform also offered a ‘Tag a friend’ feature that enabled users to invite others to play, thereby building a vibrant PUBGM community.