May 11 2021, 5:18 pm | BY Kim Shaw | No Comments
Lion & Lion partnered with Livescape Group, an event management company, to launch Status-K in Malaysia – a new lifestyle product targeted at urban zoomers and millennials.
The core of the campaign was Status-K The City, an immersive digital social and gamification platform designed to engage audiences while building brand affinity and equity. Over a span of three months, the campaign built a database of participants for potential future on-ground events, with more than 670,000 engagements and 10 million impressions on social media.
In Status-K The City, players competed with each other to claim a virtual city via the microsite www.status-k.com by joining influencer-led tribes called Krews and taking part in challenges. Through these challenges, participants earned virtual points and improved their status on leaderboards. As an incentive, the virtual Koin prizes from the challenges could be redeemed for real-life reward