This collaboration targeted casual gamers and enthusiasts who were highly involved in the PUBG community.

Many of these gamers are younger individuals who tend to follow popular gaming personalities on video-streaming platforms, many of whom also have a strong presence on social media platforms like Instagram. With this in mind, Mountain Dew worked with Kobe to select a group of relevant local gaming influencers to spread the word.

As a sizeable portion of PUBG players enjoy the game on mobile devices, where casual gaming thrives, the campaign targeted millennial casual gamers. This meant that, in addition to conveying the campaign information accurately and being relevant to gaming, the content could not lean extremely heavily into hardcore gaming culture. This was because it could potentially alienate certain segments of our audience. Furthermore, since PUBG is an online, multiplayer battle royale game, many of our consumers were likely gamers who valued shared, social experiences with their friends.

The Kobe Relevance Concept is Kobe’s unique content strategy methodology that emphasises relevance and value for all stakeholders involved in a campaign.

To achieve a cohesive and effective visual aesthetic, the campaign featured attention-grabbing visual overlays in the form of the iconic green lighting of Mountain Dew, which served as the overall visual motif to tie the campaign’s content together. Due to Mountain Dew’s strong brand association with gaming, we knew our target audience would be highly familiar with the visual theme. The content deliberately balanced light gaming references with outstanding visual elements that would be appealing even to the most casual gamers.

At the same time, our influencers were tasked with exercising their creativity in making visual references to PUBG. The influencers met this challenge by preparing elaborate costumes evocative of military equipment and even posing with Mountain Dew bottles as weapons from the game. Several also posed together for fun group shots that brought out the social elements of what our audience loved about the game.

Captions were also made interesting and relevant by interspersing campaign instructions with popular phrases associated with PUBG.