Alice in Borderland is a Netflix original series that was set to premiere its 2nd season in December.

To build excitement and buzz among devoted Filipino fans and to invite new fans to the franchise, we made them experience what it’s like to live in the dystopian world of Alice in Borderland 2—a place similar to the gritty, congested train stations of Manila. And, just like in the series, we created a game to help them escape this place for good.

We mirrored the life-or-death games that provided players escape in Alice in Borderland 2 by creating a real-life game for fans in Manila.

The game is called 'Escape Borderland,' and we turned commuters into players and challenged them to escape the horrendous Manila train commute by looking for 16 hidden cards hidden across 13 railway stations. The first one to find the most cards wins a car so they can escape the congested coaches for good.

Just like in the series, players had access to a mobile app that told them the rules of the game. Escape Borderland brought the digital game into the real world--and vice-versa--making it an immersive experience for the players.

We wanted to appeal to a group of people with a similar experience to the players in the series that’s why our primary target were commuters who rode congested train stations in one of the world’s most congested cities.

The campaign was successfully received because the challenge to hunt for cards in packed stations was thrilling, and the prize of a car offered escape from them.

The cards were strategically designed to combine elements of real playing cards and a train commute, colored red to elicit the rush of the life-or-death challenge. They were hidden in 13 train stations stretched across the longest highway of the city, and players had to race and run around them to be the first one to find the most cards, using a web-app that mirrored the phone game in the series.

The winner won a car, escaping the Borderland of Manila's train commute.

The campaign garnered:

*2,500,000,000 in reach

*USD 976,000 in earned media

*20,798 registered game players

*382,000 engagements for the web-app

The campaign successfully mirrored the energy of the games in the series, and fans all over the world wished their country had a similar game.

We brought players together just like in the series, and they exchanged tips and hacks online and on-ground in order to escape Borderland.

Most importantly, the series topped the Netflix charts for 9 days, and it stayed in the top 10 for 21 days.