#MarketingEventsAwards 2021 highlight: MLBB punches above its weight with Manny Pacquiao

Mobile Legends: Bang Bang (MLBB) saw an increase in users in the Philippines when the country went into lockdown. As the outdoor and social restrictions prolonged, MLBB wanted to celebrate and pay tribute to those who continued to strive and cope during the pandemic.

It worked with Fantastik Manila to launch the #EveryoneCanBeALegend campaign, which focused on the unveiling of its Filipino ambassador.

MLBB and Fantastik Manila’s ability to tap on its growing fan base through the engagement of a local endorser, while driving user engagement through a series of activations while ramping up to the announcement, impressed the judges and secured them the silver award for Best PR-Led Event Campaign at MARKETING-INTERACTIVE’s Marketing Events Awards 2021. 

Challenge 

In March 2020, the community lockdown was implemented in the Philippines because of the pandemic. The government’s safety protocols limited people from going outside and even restricted outdoor activities. As the country continued to battle with the pandemic, MLBB changed the way people lived – it had become part of most Filipinos’ lives.   

To celebrate and pay tribute to those who continued to strive and cope during the pandemic, and to encourage the public to uplift their self-worth and become their legendary self, MLBB created the #EveryoneCanBeALegend campaign.  

The campaign aimed to generate awareness and strengthen stakeholders’ affinity through a Filipino endorser who had been an inspiration for many Filipinos; increase and achieve MLBB’s target app downloads through the launch of its new ambassador; and solidify its standing as the number one multiplayer online battle arena (MOBA) game in the country. 

To that end, MLBB decided to name local sports icon Manny Pacquiao as the Philippines’ brand ambassador. By featuring the professional boxer as its ambassador, MLBB hoped to inspire Filipinos that even when things get tough, legendary Pinoys don’t just fight and survive, they strive to become a legend. 

Strategy 

MLBB worked with Fantastik Manila to implement an integrated PR plan which effectively combined social media posts on branded assets, a virtual media launch of its new ambassador, and key opinion leader and influencer engagements. 

The content would cover sports, news, entertainment, and lifestyle angles, to not only trumpet MLBB’s leadership in MOBA games, but to also compel stakeholders with how they could strengthen their affinity to the brand through the launch of a Filipino brand ambassador. 

Execution 

MLBB utilised branded assets to tease stakeholders and fans with a series of social media content, sparking conversations on who would be the Philippines’ official brand ambassador.

This was further amplified through social media engagements and partnerships with MLBB gamers and top celebrities – Andrea Brillantes, Jessy Mendiola, and Ella Criz – for relevance and resonance among its target audience.  

Pacquiao was formally introduced as the Philippine ambassador of MLBB in a grand virtual launch, serving as an inspiration for media guests and social media followers watching the virtual launch to start their journey to becoming a legend.  

Pacquiao’s journey to becoming a world boxing legend was also shared through exclusive media interviews and social media posts, while emphasising how boxing is similar to playing MLBB – both require skill, determination, physical effort and, most importantly, mental toughness. 

Results 

Overall, MLBB saw a total earned PR value of PHP21 million, with 522 million impressions in a span of weeks, with support from top media outlets. The launch also amassed five million views, 522 million impressions and 50,000 interactions.