Entertainment & Sports

Includes all forms of entertainment.  E.G. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc.  Sporting events such as the Super Bowl, sports teams, etc.

2019 BRONZE

M•A•C X SOK Kiss on,We Can Win

M•A•C initiated a collaboration between Honor of Kings(China’s top mobile game), and “Rocket Girls 101”(one of the youngest idol groups in China), and announced a series of limited edition lipsticks. By leveraging the influence of both IPs in gaming and celebrity culture, this integrated campaign connected both online and offline promotions and reached the audience in multiple subcultures, including gamers, ACG (Animation, Comic and Game) fans, entertainment fans and beauty enthusiasts.

Brand: MAC
Client: MAC
Agency: Hylink Shanghai
Language: Mandarin

2019 BRONZE

Keep Kissing，We'll win

Honor of Kings crossed over with MAC.
* product level:
Extract the skin color and decoration of 5 heroines of king, display the same IP in multiple dimensions at the product level.
* communication level:
Using the top traffic game and top traffic female group star double IP strategy, Igniting the topic and covering young people in the second and third world groups.
* sales level:
Simultaneously launched MACx HOK‘s of glory applet, realized million-level sales through online traffic. With offline AR+VR technology, TA can get the same makeup with one-click.
* win-win results:
With the help of crossover MAC, the game uses women as the power to pry away the tired players, giving them bragging rights and restoring their confidence in the game.
MAC breaks through the circle of honor of Kings to gain new users, adding popularity to beauty brands and making games more fashionable and invincible.

Brand: Tencent Game
Client: Tencent
Agency: Starnet
Language: Mandarin

2019 BRONZE

Honor of Kings & M·A·C Collaboration Lipstick: By Kiss, We Can Win

China is not only the world’s largest mobile games market, but it also contains the next big potential market, a market consisting of 554 million female players. As the most popular mobile game in China, how might Honor of Kings reach more female players?
In modern day China, women are still considered to be inferior to men, associated with “weakness” and “insufficiency.” Even in the game world, women are continually blamed and criticized. Honor of Kings jumped out of the game industry to collaborate with fashion beauty brand M·A·C, creating a new heroine lipstick series.
Honor of Kings X M·A·C is the first international collaboration in the beauty and mobile games industry, winning not only many female users, but also buzz, popularity, and a successful reputation in the market.

Brand: Honor of Kings
Client: Tencent Game
Agency: TGideas
Language: Mandarin

FINALISTS

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