BACK2LIFE is a brand experience & activation idea that surprised and engaged gamers through one of the biggest games of the year.

To get more people to learn life-saving CPR skills, we hacked Blood River (China’s equivalent to Fortnite) and surprised gamers with hands-on CPR training built right into the game itself.

When gamers lost a life, they had to perform CPR on their characters to bring them back to life.

The more they played, the more they learned how to perform this life-saving skill.

In China, less than 1% know how to perform CPR.

As a matter of life and death, we needed to get more people to learn this life-saving skill.

BACK2LIFE. The hack that got gamers to learn life-saving CPR.

Most people only think about CPR when they’re faced with death.

Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite.

For two weeks, we surprised gamers with hands-on CPR training built right into the game itself.

When gamers lost a life, they had to perform CPR on their characters to bring them back to life.

The more they played, the more they learned how to perform this life-saving skill.

The hacked game offered life-saving training for gamers.

And a fun, easy way to learn CPR.

During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.

Making this China’s most successful CPR drive to date.

Which just goes to show: when it comes to life and death, it helps to know CPR.