MLBB Friend Fest 2025
Video Production, KOL, Social Media, and Livestream Event
To activate MLBB’s social strengths in a way that simultaneously retains core players, re-engages lapsed users, and lowers the entry barrier for new audiences, without fragmenting the experience or weakening the game’s competitive identity through an IP collaboration with SpongeBob SquarePants and introduce two new game modes.
retains core players, re-engages lapsed users, and lowers the entry barrier for new audiences
MLBB activated its social features through a dual-ambassador strategy, with Paschol and R7 introducing the new game mode and IP collaboration to re-engage core and lapsed players, while El Rumi and Jeffri Nichol brought the “Find Your Team Buddy” feature to life through a staged social drama, making team play feel more relatable and accessible to new users.
a dual-ambassador strategy
with Paschol and R7 introducing the new game mode and IP collaboration to re-engage core and lapsed players
the “Find Your Team Buddy” feature
brought the “Find Your Team Buddy” feature to life through a staged social drama
The Impact
The MLBB Friend Fest campaign generated strong social buzz among younger audiences by leveraging pop-culture driven storytelling. It helped reposition MLBB as fun and socially relevant, lowered entry barriers for new and casual players, and strengthened the brand’s presence in youth entertainment culture.
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