Gaming has become one of the most competitive spaces for brands, but also one of the hardest to enter without being disruptive [read:annoying]. The challenge is no longer just about visibility, but about finding ways to be naturally embedded in the gameplay itself.
Brazilian fast-food chain, Bob and Artplan, tapped into behaviour that players already know well – the instinctive, unfiltered reactions that happen right after elimination, when the mic is still open. Bob’s campaign used the PUBG: Battlegrounds game environment, to launch Last Words Coupons, transforming players’ “last words” into media and distributing discount food coupons in real time during matches.
The starting point is a typical behaviour in Battle Royale games. When eliminated, the player’s microphone is open for a few seconds – a feature known as Death Comms – allowing their reaction to be heard by everyone on the server. Usually marked by frustration, this moment was reinterpreted as one of the most authentic and spontaneous attention spaces within the game.
The brand entered the servers with an unusual strategy – partner players began adopting nicknames referencing well-known rival chains of Bob’s, turning these profiles into natural targets within matches, a tactic supported by Flocks, responsible for influencer operations and in-game execution. By eliminating one of these influencers, the player triggers audio-narrated food coupons that impact all participants at that exact moment. Around 80% of gamers consume food while playing. The idea transforms a peak moment of frustration into a point of value, both for the player and for the brand. The choice of PUBG: Battlegrounds, one of the leading Battle Royale games, brings together millions of active players globally and offering an environment where attention and immersion happen organically.
“We didn’t just want to show up in the gaming universe, we wanted to play along. Starting from a common habit, consuming food during matches, we created an action that is part of the experience and speaks the language of this audience,” stated Felipe Diniz, Bob’s marketing manager.
“Instead of competing for attention with the game, we chose to inhabit a moment where attention is already at its peak. The insight was simple: if everyone listens to the last words of the one who loses, why not turn that into media? The brand enters without asking permission, but without interrupting, it happens alongside. And in this case, even defeat becomes a reward,” says Pedro Rosas, Creative Director at Artplan.
The campaign took place throughout March, distributing thousands of coupons. Codes were shared via audio during matches and can now be redeemed in the Bob’s app throughout April, while supplies last.
Credits:
Client: Bob’s
Agency: Artplan
CCOs Grupo Dreamers: Rodrigo Almeida, Rafael Gil
CCOs Artplan: Rafael Gil, Rodrigo Almeida, Marcello Noronha
ECDs: Alex Adati, Renato Simon, Ricardo Weitsman & Roberta Moraes
Creative Directors: Eric Ribeiro, Felippe Mendonça, Pedro Galdi, Pedro Rosas and Rafael Jardim
Creative Team: Pedro Galdi, Pedro Rosas, Renato Simon, Gonzaga Neto, Philippe Lacerda, Rhalybe Aizann, João Stille & Penélope Genoveza
General Director Artplan Rio: Ana Paula Sanchez
Head of Business and Client Services: Cristiana Miranda
Account Director: Priscilla França
National Head of Planning: Paula Lagrotta
Project Director: Aurora Blotta
Head of Media: Joana Chulam
Creative Data Director: Carolina Amorim
Head of Production: Camila Naito
Video Director: Felipe Cunha
Video Production: Karoline Justino
PR: Cláudia Nascimento & Luciana Thomaz
Bob’s Team: Renata Lange and Felipe Diniz
Production Company: Fantástica
Motion: Fábio Henrique
Influencer Agency: Flocks
Audio Production: Blend
