MANILA – The country where texting and seffies both ruled the land is now finding itself adopting another mobile phenomenon. Nowadays you can’t walk a few meters in the city without finding someone furiously tapping away at a game of Candy Crush Saga, or rallying barbarians and archers for an attack on Clash of Clans. Mobile gaming has found its way into the hearts (and screens) of Filipinos, and these gamers – whether casual, social, or avid – have all immersed themselves in their favorite apps.
However, one level remained unbeatable: players were stuck in WiFi spots, choosing to be anchored down than use their 3G access, haunted by the impression of gaming as data-heavy and the fear of expensive charges from their service provider.
Globe Telecom saw this opportunity to solidify its role as the immersive mobile and digital experience brand by allowing subscribers free data access to the country’s top mobile games – from Clash of Clans, Candy Crush, Summoner’s War, Boom Beach, and more – giving them uninterrupted and unrestricted playing time online, without the need for WiFi.
On the communication front, Globe agency, Publicis JimenezBasic, launched a gamified “next level” campaign that boasts the action (and interaction) of the country’s first-ever online video that has hidden game codes tucked away in every scene.
The 95-second video features Filipina-Irish model, international actress, and Hollywood stuntwoman, Tara Macken. The heroine is seen running the streets, scaling the walls, and leaping rooftops all over Manila to level-up, and join her “clan” in an epic battle.
But what’s been really keeping viewers locked in are the secret game codes, discreetly hidden in the environment of almost every scene. An undisclosed number codes (as of writing) can be found all over the video, and each one can be texted to a dedicated Globe number to unlock extra load credits that can be used for extra playing or surfing time, or to buy in-app game purchases from your mobile phone.
The video is currently gaining heavy ground and has the entire Philippine mobile gaming community abuzz. Globe’s social media accounts are getting engaged with hints and clues from both the brand and its subscribers – all directed at the video and to finding all the hidden codes inside. While gaming pages and community forums are filling up with their own theories and screenshots of the video’s secrets.
