AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced that the “KFC The Box x PUBG: Redefining Meal Experience” campaign, the result of a collaboration between Yum Restaurants International (Thailand) Co.,Ltd., media agency Initiative Thailand, Creative agency Brains & Brawn Co., Ltd., and delivered through AnyMind Group’s mobile marketing platform, POKKT, was awarded silver in the Gaming, Gamification & E-Sports category at the SMARTIES Thailand 2024 awards.
The SMARTIES Thailand Awards 2024, organized by MMA Global, recognizes and celebrates brands, agencies, and marketers that deliver exceptional creativity and impactful results. SMARTIES Thailand 2024 focuses on celebrating Thai brands, agencies, and marketers while fostering industry-wide excellence through collaboration and innovation.
The “KFC The Box x PUBG: Redefining Meal Experience” campaign integrated KFC’s products into the globally popular game, PUBG, utilizing a gamification marketing strategy. By embedding the KFC brand within the game, the campaign delivered a fun, exciting, and immersive user experience, fostering a stronger emotional connection between the brand and gamers. A special in-game limited-edition item was also designed, redeemable through codes provided with purchases of KFC The Box, adding an extra layer of engagement and exclusivity.
Through POKKT, the campaign was able to effectively reach millennials and Gen Z demographics with strong interests in gaming and fast food. In total, the campaign reached over 1 million users, drove sales of over 270,000 KFC The Box units in just four days, and boosted app installations by 14%.
Umamon Sirilaksanaporn, Vice President of Influencer Marketing and POKKT, Thailand, AnyMind Group, said: “We are deeply honored that POKKT played a crucial role in creating wide awareness for this campaign. Our creative mobile advertising solutions enabled the campaign to effectively reach its target audience, fostering strong engagement between the brand and gamers. This resulted in exceptional feedback and the achievement of the campaign’s objectives, ultimately earning the honor of the Sliver award.
We sincerely thank all our partners and clients for trusting us to be part of this success. Moving forward, we remain committed to continuously enhancing the POKKT platform and innovating creative mobile advertising solutions to deliver fresh and exceptional experiences to consumers”
POKKT is a leading mobile video advertising platform that integrates with over 1,000 app publishers and reaches over 500 million monthly active users. POKKT’s strengths include in-app video advertising, innovative media formats, and performance-driven advertising. In addition, POKKT has strong data and machine-learning capabilities that enable its 200+ advertising partners for effective audience targeting.
