Free-to-play battle royale video game PUBG Mobile has entered a ‘sweet’ partnership with Baskin Robbins with a marketing campaign for gamers in the GCC region within their mobile games.
PUBG Mobile players who shop with Baskin Robbins were able to unlock exclusive in-game skins and were able to enter into some ‘ice-cool competitions’ to win in-game currency and co-branded prizes. They were also given access to free ice cream scoops with limited-edition packaging.
Discussing the strategic thought behind the campaign, Joe Zoghbi, Publishing Lead, Level Infinite MENA at Tencent Games Global, told Campaign Middle East, “The goal of this campaign is to unite two beloved brands—PUBG MOBILE and Baskin Robbins—by creating a unique, engaging experience that resonates across both gaming and F&B sectors. By celebrating the upcoming winter season with an “Ice Cool” campaign, we aim to deliver exclusive value to PUBG MOBILE’s millions of players through special offers, while simultaneously driving visibility and foot traffic to Baskin Robbins stores.”
PUBG Mobile x Baskin Robbins campaign objective
For PUBG Mobile, the primary objective was to provide a fun and engaging collaboration content to players, integrating the brand into the gaming experience in a fun and memorable way.
“This collaboration not only adds value for players but also bridges the gap between gaming and real-world indulgence, enhancing both brands’ presence in their respective industries. Ultimately, the campaign is designed to deliver mutual benefits—boosting engagement, visibility, and loyalty for both PUBG Mobile and Baskin Robbins,” Zoghbi added.
The campaign is running from October through to December, spanning a eight-week period. During this time, the collaboration will be actively promoted across all Baskin Robbins stores in the UAE, KSA, Bahrain, and Morocco. Amr Gawish, Regional Marketing Manager at Baskin Robbins, is leading on this partnership from the brand’s side.
“This extended duration allows for maximum exposure and engagement, ensuring that both PUBG Mobile players and Baskin Robbins customers have ample opportunity to experience and benefit from the campaign. The goal is to maintain a consistent presence throughout the season, driving continuous visibilityand interaction with both brands,” Zoghbi added.
Real world and in-game campaign rollout
The campaign focused on maximising touchpoints where both brands could complement each other. In-store, the brands integrated digital screens and tent cards with PUBG Mobile imagery, ensuring Baskin Robbins’ customers would become aware of the game while making purchases.
On the gaming side, in-game banners and exclusive offers were presented to PUBG Mobile players, attracting them to visit Baskin Robbins and enjoy exclusive deals, when players visit the Baskin Robins stores are able to collect exclusive in-game PUBG Mobile skins for their avatars and recieve discounts on their favourite Ice cream.
“By leveraging both in-store and digital activations, we ensured that the campaign was omnipresent in both physical and virtual spaces, creating a holistic experience for consumers,” Zoghbi said.
The campaign was designed for maximum reach across both physical and digital platforms, ensuring strong visibility and engagement.
In all Baskin Robbins stores throughout the UAE, KSA, Bahrain, and Morocco, the campaign featured prominent in-store displays, including digital screens showcasing the collaboration, as well as tent card placements at points of sale (POS). Additionally, on-pack branding was implemented, blending the key artworks of both PUBG Mobile and Baskin Robbins to reinforce the partnership.
“Beyond the physical locations, we leveraged digital channels to amplify the campaign’s impact. A specially crafted piece of content was shared across social media platforms, engaging followers of both brands. In-game, players were exposed to eye-catching banners featuring the collaboration, providing a seamless transition between the digital gaming world and real-world rewards. These banners ensured that all PUBG Mobile players were aware of the exclusive offers and special campaign, driving them toward Baskin Robbins locations,” Zoghbi explained.
The multi-channel approach has created a cohesive and immersive experience across both digital and in-store environments.
