The second season of the Netflix Japanese series 'Alice in Borderland' was set to premiere. The series is about a group of people trapped in a dystopian Tokyo and the only way to … read morereturn home from Borderland is to play life-or-death games and collect cards.
To promote it in the Philippines, we brought Borderland to the heart of Manila, where Filipinos so badly want to escape their own kind of Borderland--the horrendous train commute. We turned commuters into players and challenged them to hunt for 16 cards across 13 stations using a web app that mirrors the phone game in the series. The prize? A chance to escape the commute borderland with a car so they’ll never have to take the train again.
The campaign resonated well, achieving over 2.5 Billion in reach. More than 20,798 registered for the game. The campaign generated 382,000 web-app engagements, garnering USD 976,000 in earned media.
It was game over when the series took the number 1 spot on Netflix for 9 days straight, and stayed in the top 10 for 21 days.
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