The ImaginASEAN Great Metaverse Hunt
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Objective
ASEAN sought to engage Gen Z and digital-native audiences with Southeast Asian tourism through gaming culture, reaching younger travelers at scale while communicating cultural diversity across 10 ASEAN nations. Rather than relying on traditional travel marketing, the campaign aimed to position cultural exploration as participatory gameplay.
Solution
A custom Roblox mini-game featuring three core quests where players find 10 hidden objects each inspired by ASEAN landmarks, with avatar customization using Southeast Asian garments. The experience includes a competitive element rewarding the top 20 fastest players via random draw. An expansion quest was later developed in partnership with the ASEAN-Korea Centre to highlight the relationship between ASEAN and Korea.
Results
1.9 million unique players participated worldwide, with 314,000 completing all quests. The campaign generated 3.3 million total in-game object discoveries, 104 million PR impressions across travel, gaming, and culture outlets, 8.6 million paid social impressions (Meta and TikTok), and 250 million total impressions within 7 days. Named a 2025 Webby Awards Honoree in the AI, Immersive & Games, and Tourism & Leisure categories.
