Mercado Livre

Insight

Hunting for homewares can feel like a battle. Interestingly, Call of Duty's Prop Hunt, one of the game's most popular modes, is all about literally hunting everyday items.

Idea

Inject Mercado Livre's products into COD Prop Hunt, turning the beloved game into a giant promo.

Execution

Hosted on Neymar Jr's, run a Twitch event where gamers could hunt down the star footballer. For every second Neymar survives, discounts for Mercado products shrink.

Notes

I love this. The game was right there for the taking, but they didn't just do a little stunt or one-off event. They went hard, invested a lot of time and money, found the right partner and executed it with precision. They avoided a jarring product placement and made something gamers got really excited about.