PUBG - Creating a cultural moment of pand-demonium

Challenge

Between the recent rise of competition in the online battle royale gaming space and the heavy slate of premier titles rolling out this holiday season, we needed to break through and let the world of PlayStation gamers know that our coveted title, PUBG, was now available.

Campaign

To announce the launch of PUBG on PlayStation, we created a fun, bold, and visually-driven campaign to cut through the saturated gaming space and hit home with our audience. We brought on Jordan Vogt-Roberts (Kong: Skull Island) to direct our film, as well as Jason Mitchell (Straight Outta Compton), and Nick Robinson (Jurassic World) as our leads with Chung-hoon Chung (Old Boy and IT) as our cinematographer to infuse our film with a heavy dose of cinematic action.

Together we crafted a campaign that landed heavily on cinematography and choreography, creating an action-packed, fun, and thrilling film touching on some of the emotions all gamers experience when playing the PUBG title.

We also worked closely with our media partners to extend our campaign beyond the TV screen into the hands of our target market by developing a digital, and social campaign that helped stir up excitement about the pending release of PUBG on the PlayStation console.

Results

The campaign resulted in PUBG becoming the number one download for the PlayStation 4 during the month of December. The game handily beat out the previous month’s top dogs, Call of Duty: Black Ops 4, and Red Dead Redemption 2.