Creative Data > Creative Data

THE REAL AIRDROP

AKQA, Sao Paulo / GARENA / 2022

Awards:

Silver Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Presentation Image

Overview

Credits

Overview

Why is this work relevant for Creative Data?

This idea is extremely relevant for creative data because it uses real-time data from airplanes and their routes to provide dynamic content for Free Fire players to get in-game itens, enabling an ongoing consumer relationship.

With the app we’ve developed, we combined the real-time data to provide the creative output: rewarding our fans. Every time a plane flew by, consumers could point to the sky and, with the help of AR, collect their items that would go straight to their in-game wallet

Background

Free Fire was the most downloaded mobile game in Brazil for two consecutive years (2020/2021), but the brand has never created a campaign tailor-made for its huge Brazilian community.

So, for the first brand campaign in the country, we wanted to surprise and delight our fans, generating buzz to the brand - all while showing that Free Fire is accessible, fun and rewarding to its community. The objectives were to create even more brand awareness and brand love.

Describe the creative idea / data solution

The Real Airdrop made planes drop in-game items into people's phones.

In the game, planes fly by and drop items. So we turned that into a reality: when a plane flew by, all you had to do was point your phone up to the sky and collect an airdrop that would go straight to your in-game wallet.

We turned drops into a reality and gave a real gift to our fans. To make this possible, we've created an experience that could be accessed via a WebApp, where we combined real flight data to users' geolocation in real-time - and turned the sky into our very own media platform. Using the data from the flights was the perfect solution to make the experience even closer to what happens in-game, which made the game fans engage even more.

Describe the data driven strategy

The biggest challenge was to create a stunt as simple and democratic as Free Fire - a game that you only need a mobile phone to play. So we combined real-time flight data with the geolocation of people who interacted with the webapp, to create an accessible experience that had a sense of novelty and covered the entire national territory. If their geolocation matched a plane's location in real-time, ta-da: an airdrop fell right from the sky through AR. The combination of these two data pools made it possible that whenever a plane flew by them, people could point their phones at the sky to receive an AR airdrop.

Describe the creative use of data, or how the data enhanced the creative output

By combining flight data and user's geolocation, we made it possible that whenever a plane flew by them, people could point their phones at the sky to receive an AR airdrop. That brought a sense of novelty to the campaign and encouraged users to share their screen recordings capturing an airdrop on social media - generating dozens of organic, community-made ads on TikTok and Instagram.

List the data driven results

1.251.427 airdrops happened in 1083 cities around Brazil.

We had over 2 million registered users with almost 3 min average session duration.

The campaign had 89% of target coverage.

Our social media was flooded with positive responses.

"Planes are dropping Free Fire items from the sky through AR" - UOL

"Free Fire goes beyond mobile screens" - IGN Brasil

"Free Fire is creating a new reality" - Update or Die

"Digital entertainment for the widest possible audience" - Fast Company

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