Case Background
The mobile version of the classic battle royale game Tuke has hundreds of millions of loyal players worldwide. As market competition among similar game genres continues to heat up, Tuke Mobile hopes to expand its community base. To cope with the competition, the key strategy is to precisely target segmented markets and ensure it becomes the audience's top choice for battle royale games. VNG, the publisher responsible for launching Tuke Mobile in Vietnam, decided to combine promotional activities with game content and continuously update exciting new content. This promotion aims to attract the attention of all gamers, and even non-gamer groups, guiding them to participate in activities and experience Tuke Mobile, rapidly boosting brand engagement rates.
Solution
The primary goal of this Tuke Mobile promotion is to maximize reach and engagement. Therefore, the brand launched a celebrity-led #chaybodensang (Run Towards the Light) brand challenge on TikTok. Participants had to accept the duet challenge, (on the spot) outrun Vietnam’s famous celebrity Jack and compete with him in a “dance-off.” Creators of the best challenge videos would win a series of generous prizes, including exclusive Tuke Mobile merchandise signed by Jack, and exclusive co-branded items with Jack (phone cases or T-shirts). Of course, the Tuke Mobile challenge couldn’t be without game elements. When filming their videos, participants would “wear” game costumes and gear in the form of branded stickers, including the classic frying pan, bulletproof vest, and level 3 helmet. This brand challenge was closely tied to the latest in-game event, which rewarded players with charity donations based on the mileage they accumulated by running in the game. For every kilometer a player ran in the game, Tuke Mobile would donate 1 Vietnamese Dong to a charity foundation.
Smart branded stickers, catchy custom brand music, and highly interactive challenges were all ready; all that was needed was a little “fuel” to ignite the campaign—support from TikTok auction ads. Tuke Mobile ran in-feed ads with video views as the promotion goal, to boost brand awareness and coverage of the challenge. The brand also ran TopView ads, which not only effectively attracted viewers to visit Tuke Mobile’s TikTok account and increased follower numbers, but also motivated users to actively join the hot challenge.
Marketing Results
This Tuke Mobile promotional campaign, led by VNG, skillfully leveraged celebrity collaborations and branded advertising solutions to achieve tremendous success. The 90,000 video uploads were enough to spark large-scale user engagement and generate massive video views for the brand. In just 6 days, the challenge and in-feed ads attracted over 40,000 new followers to the Tuke Mobile account, with video views reaching 229 million and engagements totaling 14.4 million.
Our collaboration with TikTok allowed our game to reach users in Vietnam in a unique and highly impactful way. Many thanks to the TikTok for Business team for their strong support, which helped our promotional campaign achieve impressive results.
