OBJECTIVE:
The objective was to create an activation in Mexico or Brazil targeting active Genshin Impact players, while incorporating Klee, one of the newest and most popular characters.
CHALLENGE:
As the client did not approve the concept until November, the main challenges included executing in a foreign country within a short timeframe, dealing with a 12-hour time difference between us and the client, and having to coordinate with multiple different vendors in Brazil.
SOLUTIONS & RESULTS:
- Executed the Klee Dance Event, a surprise flash mob in Sao Paulo’s Shopping Center 3, one of the busiest malls in the city.
- Coordinated daily check ins to ensure that all parties remained on schedule. This included daily meetings, email recaps, and creating different group chats between my team, the client, and our Brazilian counterparts.
- Worked with FitDance, one of Brazil’s largest dance crews, to choreograph the dance, incorporating in-game moves from the Klee character.
- Contracted 3x Mega Influencers and cosplayers to participate as dancers and “passerbyers”, helping spread awareness to the activation.
- Coordinated with Mais Geek, one of Brazil’s top shows for gamers and anime enthusiasts, for coverage and interviews, which were featured on the program as part of their Christmas Special episode.
Resulted in over 11M organic impressions on TikTok and Instagram, as well as UGC and discussions on various social media platforms, including Reddit.
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