In Brazil, the development of games, especially advergames, is based on traditional games, with simple mechanics or platform games. We wanted to create a game that would use more technological features and, at the same time, would demand some physical interaction from the player, bringing together the digital world and the universe of the TNT brand, which always focuses on adrenaline and movement. For that, we developed PunchFace, an app that synchronizes the user’s smartphone to a Facebook logged in a computer. While holding the mobile, the player throws a punch into the air and the opponent feels the blow on the other side of the screen. This way, we were able to bring the brand user closer and to convey all the adrenaline of the MMA, a sport sponsored by TNT.

TNT Energy Drink is the only energy drink that sponsors the UFC world. It is the energy drink of the featherweight champion Jose Aldo, former heavyweight champion Junior dos Santos and Barão, as well as the official sponsor of the reality show “The Ultimate Fighter Brasil”.

The strategy was developing a project that was not restricted to Internet. Creating room for MMA fans that have a more offline than online profile. An experience that brings together the Internet and a real punch.

Overall, we had 416,627 face punches and 138,871 page views in the first week alone. The number of Facebook fans of the brand increased by 45% during the campaign. It went from 408,274 fans in April to 592,841 in May. The brand has presented significant growth on Facebook (21%) since the initial launch of the campaign.