Garena The Real Airdrop

Insight

Free Fire was Brazil’s most downloaded mobile game for two consecutive years in 2020 and 2021.

To give something back to the fans, Garena the games developer, and AKQA created a tailor-made experience for its vast Brazilian community.

A person holds a smartphone displaying an airline app with a map and flight information on the screen, using their finger to interact with it. The background is blurred greenery and pavement.

Idea

The game has turned into reality.

In Free Fire, planes fly by and drop items. Turning the game into reality: Airdrops were made available all over Brazil through AR, in different cities every day.

When a digital plane flew by, gamers pointed their phones up to the sky and captured drops that went straight into their in-game wallets, gifting virtual items to Free Fire fans. The app combined users’ geolocation with actual flight data to create the highly awaited moments.

Impact

1,251,427 airdrops across 1083 cities.

Free Fire’s first campaign included a film, digital media and support from influencers who helped spread the news. Two million fans registered on the Airdrop app and anticipated picking up the drops.

real-airdrop.com ↘
A hand holding a smartphone with an aircraft on the screen, against a blue sky with a plane flying above; FREE FIRE is written in bold white letters across the image.

  • Grand Prix

    Games Experiential

  • Gold

    Games: Digital Mobile AR

  • Gold

    Games: PR

  • Gold

    Media entertainment

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