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Easter Egg - Krafton Inc - Battleground India JPEG
Easter Egg - Krafton Inc - Battleground India MP4 2m:07s

Easter Egg
Brand: Battleground India
Client: Krafton Inc
Entrant: DDB Mudra Group

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Easter Egg - Battleground India - Krafton Inc

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Entry Title: Easter Egg
Brand: Battleground India
Client: Krafton Inc
Entrant Company: DDB Mudra Group
Description: Indian gamers are very passionate about BGMI. Lovingly, we decided to target them through a key device they adored - Easter Eggs.

We knew our gamers were obsessed with Easter Eggs - analysing and identifying different ones across our giveaways and events. We decided to show our love for our gamers through Easter Eggs on, you guessed it, Easter.

On 30th March, we dropped a cryptic image on our social channels - and just saw it take off in a way we never expected. Our community went through our post with a fine tooth comb, analysing every pixel, coming up with innumerable theories - with even a website being created to decode it.

But then came the catch - our image was random. Why? Because after Easter came April Fools and we just wanted to have fun with our community. What started as a prank ended up with the community pulling a reverse trick on us by showing their deep love for the game - with one of the most liked static posts by a brand. With 551k likes, 1500% and 700% increase in Reddit and Instagram mentions respectively - with no advertising money, it’s BGMI’s most successful campaign.
Company Credits: DDB Mudra Group
Individual Credits: Team DDB Mudra Group
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