Videogames were no man’s land for brands in Guatemala. There was a huge opportunity to be the first one to engage with the more than 3 million gamers in the country.

Though, gamers don’t all play the same game. So, how could we bring them all together without spending a gigantic budget in sponsorships for each game?

Tigo found an organic way in and created Loot Pass: the first-ever multi-game battle pass that united all gamers in real life.

We gamified the most popular games and created online challenges related to them. We then invited all gamers to join in for free and work together as a single squad.

Gamers had to beat those challenges and share them on social media and our website to unlock levels collectively. The more gamers joined in, the more levels were beaten and the better real-life prizes were looted.

Thousands of gamers signed up and spread the word to beat all levels together. The Social Loot trended in social media. Streamers, Facebook gaming groups and influencers created alliances and invited more gamers to accept the missions. Even gamers from other countries wanted to join in. Thanks to Loot Pass, Tigo became legendary among all all gamers in Guatemala by doing the first battle pass in real-life.

In the end, Tigo became THE brand associated with gaming in Guatemala.

We reached 1.5 million of the gamers in the country (50% of the total audience) through earned media and doubled our goal of participants.

Our positive brand sentiment (27%) rose above the telecoms' average (10%) by 17%.

Our Twitch subscribers and website visits also skyrocketed.

4.5X more Twitch subscribers compared to september 2020, before the campaign.

80X more website visits compared to september 2020, before the campaign.