the case study
The brief was to transform PUBG MOBILE's Ramadan season into a real-world brand experience. We recognized that Ramadan is built around gathering, entertainment, and shared moments, making it the perfect opportunity to connect the game's virtual universe with Iraqi communities. Inspired by the in-game Babylon update, we designed and executed an immersive activation that blended PUBG's iconic world with local culture, creating an interactive destination where players could experience the brand beyond the screen. The activation strengthened brand affinity, generated extensive social conversation, and extended PUBG MOBILE's Ramadan presence into the real world.