Description

Garena FreeFire, a mobile game in Battle Royale genre.
Leader in downloads over the last 3 years (according to AppAnnie).
"Game of the Year" in 2020 and 2021 with a record number of daily active users worldwide - over 150 million (Esports Awards).

Problem
In Kazakhstan, Garena FreeFire has become no less popular over the years, but so far there has been no direct communication with Kazakhstan fans of the game...

Solution
Garena FreeFire has collaborated with the creative team "Irina Kairatovna" - popular Influencers among fans of the game in Kazakhstan.

Having gone through a complete immersion in the FreeFire game universe, created an original music track and made a marvelous music video!
The video plot organically intertwines custom characters' images and anime style - so popular among youngsters.
Music video release has become the culmination of in-game event «Neon Dawn».

Result
The day a music video was released all in-game metrics increased, as well as organic game downloads.
- growth of new users - 58%
- increase in in-game metrics by 26%
- audience return to the game - 103% more than in ordinary day.

Organic downloads of the game within a month after the release of the music video - 109,000 times.

Approximately 8,300,000 views on Youtube and TikTok, of which 3.5 million were pure organics.

879,068 listens to the track on music platforms.

ER: Over 5,000 rave reviews and 59,000 likes.
In the media outperformance of KPI by 300% - 88 articles about the collaboration published in Kazakhstan, Russia, Belarus and Ukraine with a total number of OTS about 234,000,000 hits.

Credits

Free Fire Team CIS:
Vagizova Luydmila - Marketing Director
Serebrenikov Yegor - General Project Manager
Jevgenijus Soikinas - Project Manager

Agency:
Daniyar Shamiyev — Director
Anna Timofeyeva — Сlient Service Director
Ilya Timofeyev — Creative director
Alyona Timofeyeva — Head of Art
Nelly Orazbayeva — Art director