The challenge
PUBG: BATTLEGROUNDS creators Krafton wanted to shout about its collaboration with Aston Martin that, for the first time, would allow players to drive the DBX707 within the game.
The brief was to leverage topgear.com’s trusted, authentic voice on motoring to generate excitement amongst automotive enthusiasts and get them to try the game.
Objectives
- Showcase this ultimate genre crossover to topgear.com users, bringing together and inspiring both gamers and supercar fans.
- Breach the barrier between gaming and real-world racing, by capturing a once-in-a-lifetime experience for a gaming influencer.
Deliverables
Immediate’s ambitious BBC TopGear x PUBG x Aston Martin partnership brought together an iconic editorial brand, a much-loved video game, a classic car marque, a Formula 1 World Champion and a gaming influencer.
Filming at the iconic Silverstone racetrack, we got F1 legend Damon Hill to put the Aston Martin DBX707 through its paces, accompanied by gaming influencer WackyJacky101. Damon then challenged Jacky to take the wheel, before assessing his efforts.
The finished video is a homage to classic TopGear style and was promoted across the TopGear audience and amplified across social and YouTube.
We also generated great engagement with high-impact, interactive video skins on topgear.com, targeting gamers and supercar fans, utilising our first-party data.
“PUBG: BATTLEGROUNDS’ marketing activation video, featuring former Formula 1 World Champion Damon Hill, was a great success, as it enhanced the awareness of the game’s collaboration with Aston Martin across different entertainment fields. The video captured the attention of both PUBG and motorsport fans, resulting in an 18% increase of in-game sales and a robust community engagement.”
– Justine Lallemand-Auger, Head of Marketing & Communications Americas & EU, Krafton
Campaign performance
3.4m
video views
Immediate channels
436%
pageview delivery
Against KPI
300k
video views
YouTube
2.5%
Ad CTR on TopGear.com
0.8% benchmark
Campaign outcomes
- The campaign resulted in an 18% uplift in sales for PUBG: BATTLEGROUNDS.
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