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Cases / Proximus
Influencer Marketing
A ferris wheel, a Boiler Room full of lasers and a trampoline shaped like the Proximus logo. That was Pukkelpop in Roblox in August 2023, and Proximus asked Belgian creators on TikTok and Twitch to bring gamers along.
Client
Proximus
Year
2023
Platforms
TikTok, Twitch
Service
Award
Gold, IAB MIXX Awards 2023 (the virtual Pukkelpop, with yondr)
Results
2.05M
Impressions on TikTok
12.7k
Clicks on TikTok
225.2k
Live views on Twitch
10k
Players in the Roblox world
Creators
+49 creators
The campaign manager
Not everyone can make it to Pukkelpop, and many young people spend their summer evenings gaming anyway. So Pukkelpop and Proximus brought the festival to Roblox, from the main stage to the backstage area, with a concert by the young Limburg artist ISE on 19 August. But a virtual festival is more fun with a crowd, and a new Roblox world is easy to miss. Proximus wanted Belgian gamers to find it, and to play there before the real festival opened its gates.
Somewhere between the ferris wheel and the main stage stood a giant Proximus logo with a trampoline, and players who jumped high enough grabbed a purple voucher for a chance at duo tickets to the real festival.
On TikTok, Espe ran across the festival grounds in his own avatar, and Jaël Ost explained the game from the driver’s seat of her car. Manonolita walked her French-speaking followers through the mini-games, Jano met een J announced the ticket giveaway, and the Brussels crew of Yume Squad turned ISE’s music into a party game. We boosted every TikTok as a Spark Ad, with a link that took viewers straight into the Roblox world.
On Twitch, streamers carried a Proximus and Pukkelpop badge on screen from 2 to 19 August, explored the world live with their chat, and Espe streamed ISE’s concert on the 19th. The virtual Pukkelpop, built by the studio yondr, later won Gold at the IAB MIXX Awards 2023 for multi-platform experience design. No mud, no queue, just Pukkelpop.
@espe_beA walk across the grounds
@jaelostFrom the driver’s seat
@manonolita_En français
@janometeenjTickets to win
@yumesquad_Spot the impostor
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