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.
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.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.