UGC Campaign for popular battle royale game
The creators of a popular online battle royale game asked Crowd to deliver a player engagement campaign that used a design theme to create a social buzz.
PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG)
Ideation, Strategy, Design, Development, Email Design and Set Up, Campaign Management
About the Project
The concept of the competition was for users to design a plush toy that reflected the game’s catchphrase ‘Winner winner, chicken dinner’. Offering a cash prize and the chance for the winning designer and 100 voters to own the toy, the competition ran over the summer of 2020.
The contest needed to include 3 stages: the first where designs were submitted, the second where a chosen few were voted on and finally the announcement of the winner. It was also open to several countries and needed to be available in English, French, German, Russian and Turkish.
In addition, designers and voters needed to be kept up to date on the contest through an accompanying email campaign.
Crowd built a bespoke platform to act as the central hub of the contest available at a new URL (pubgcontests.com). Through careful planning and a thorough wireframing process, we built the platform in WordPress which provides good support for languages. Our developers created the ability to submit designs and a storage solution for all the entries as well as integration into Mailchimp to handle email communications.
Once designs were submitted and the PUBG team chose their favourites, the voting stage was released with a mechanism that included anti-abuse features to ensure a fair contest.
Sharing functionality for both designers and voters was built in to make it easy for the community of PUBG players to share the link to the contest hub – this was especially important for the finalists to use their following to gather votes.
The competition was a resounding success with over 38,000 unique visitors to the site over the 6-week course of the campaign. With 921 designs submitted in the initial stage, the PUBG team certainly had their work cut out in narrowing the field prior to the start of voting!
In terms of player participation, the project was deemed effective – keeping the PUBG community engaged between season releases of the game.
Crowd was all-round fantastic in delivering a successful platform for our UGC campaign. We are delighted with the expertise provided - always available to meet our needs and offer solutions for a great user experience.
Project Manager, EMEA at PUBG Corporation
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