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.

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.

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.

Inside Free Fire, planes fly by and drop items.

So we explored this feature in real life using planes. With the help of AR, 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. Using a non-standard and free-format advertising, we turned drops into a reality and gave a real gift to our fans. To make this possible, in addition to using the planes, we’ve created a WebApp, where we combined real flight data to users’ geolocation in real-time.

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