Case Background
"Revenge of the Sultan" is an RTS (real-time strategy) mobile game specially developed by ONEMT for the Middle Eastern market. The game's storyline is inspired by touching stories from medieval Arab history, and with a combination of real and virtual scene settings, it creates an immersive experience for users. ONEMT hopes to further enhance its brand awareness in the Middle Eastern market through cooperation with the Tuke platform. While integrating into the local Middle Eastern community and attracting new users, it also aims to re-engage and recall old users, strengthen the stickiness of existing users, and carry out relatively integrated overseas promotion.
Solution
ONEMT launched the #SultansBattleDance brand challenge on the Tuke platform, using classic characters from the game as creative inspiration. Participating users could transform into lords or dictators from the game using exclusive branded stickers, immersing themselves in the experience—whether amidst the flames of ancient medieval wars or in a tranquil castle under the moonlight—interpreting character monologues in their own unique way. The challenge used Middle Eastern-style trap music and distinctive rap elements from the game, allowing participants to instantly enter the game scene and enjoy an immersive native audio-visual experience.
For overseas promotion, ONEMT leveraged TopView ads and in-feed ads from the Tuke for Business ad resource portfolio to create multi-dimensional resonance for the brand challenge. Through the Tuke Creator Marketplace official platform for brand influencer collaboration, they obtained information such as influencer fan profiles, growth trends, and best-performing videos, in order to find and determine the best partners and enhance the effectiveness of the brand's overseas marketing.
Marketing Results
Since the launch of the #SultansBattleDance brand challenge, it has attracted a large number of highly active Saudi Tuke users, with nearly 110,000 creators participating and over 340,000 user-submitted videos. The number of interactions exceeded 50 million, and the total video views for the challenge surpassed 700 million, which is more than 19 times the population of Saudi Arabia. Moreover, the challenge brought sustained long-tail traffic to the brand. Six months after the event went live, the total views of videos related to the challenge topic had exceeded 2.1 billion.
