URI’s marketing team certainly deserves some applause as it has targeted the youth of the country in a language that they like to talk in. We wrote about how they took a surgical strike on piracy and it was loved by the online audience.
Today, we are sharing another campaign that did wonders for them. URI became the first Indian movie to join hands with PUBG Mobile to launch a surgical strike on Pochinki, one of the most popular towns in the game’s maps. The campaign was conceptualized and deployed by Publicis Entertainment, took place on 6 January 2019 with a large number of PUBG lovers taking part.
Talking about this campaign, Pashan Jal, Marketing Head, RSVP, said, “The movie and the game were a natural fit as both are based on teamwork, precision, survival skills, remote communication, and strategy. What’s more, the game has players being airdropped into Pochinki, just like our para commandos who did the surgical strike. With Uri: The Surgical Strike being the first big release of 2019 and PUBG Mobile being one of the top games in the world, we thought this was a match made in entertainment heaven. We feel proud that it is the first Indian film to tie-up with a game.”
Campaign Details
The campaign activity spanned over 3 days:-
Day 1 – The Strike Back Contest: PUBG India hosted a day-long contest for the players to showcase their “PUBG Kills” by sharing a screenshot of a completed session. 4 Lucky winners were given a chance to play along with Vicky Kaushal.
Day 2 – Register to play with Vicky Kaushal A video with Vicky speaking about playing a session on PUBG India was released. Players were given an opportunity to compete with Vicky and his team. The content was pushed across all social platforms of RSVP and PUBG.
Activity Day
To keep up with the pace and the momentum, promotional videos with Vicky were to boost the activity. These videos were pushed through the RSVP, PUBG’s Social Media Platforms. Gaming influencers like CarryMinati, Mortal, and Shriman Legend also promoted it to get maximum reach and eyeballs for the campaign.
Also Read: Meet The Marketing Minds Behind ‘URI’s Surgical Strike On Torrents
The event saw Vicky going head-to-head with the registered players for three rounds on the unique terrain of Pochinki. CarryMinati aided him in his surgical strike for the first two rounds, while Mortal joined him in the third. It was live-streamed by RSVP, PUBG Mobile India, and the gamers across YouTube and Facebook.
The Numbers Game
The results this campaign achieved were amazing because of the reason that fans were excited to see their favorite celebrities performing on a virtual surgical strike. The whole process achieved over 300,000 views with 13,000+ registrations and over 10,53,000 impressions.
