Hello, this is Korea advertising.
1. Code Quest x Honkai: Starrail – The Meaning of Collaboration
This Google Play ad is a collaboration between the popular mobile game **Honkai: Starrail** and Google’s own campaign **Code Quest**, focusing on user-participatory events. Code Quest is mainly composed of puzzles, quests, and missions to find hidden codes, and Honkai: Starrail’s rich worldview and character-centered story combine to provide new enjoyment.
The process of finding the ‘truth’ of the mysterious place called Emperor’s Ruins is linked to in-game content, and participants can clear missions to receive Google Play points, limited items, and customized rewards.
2. Chu & Mina Appear – A Friendly and Impactful Promotion Strategy
This ad features popular creator **Chuu** and AI virtual model **Mina**. This combination stimulates the emotions of the MZ generation while strongly appealing to each fan base.
Chu lowers the entry barrier to the game with her uniquely lovely and positive image,
and Mina strengthens the connection with the digital world, increasing the immersion of the campaign’s worldview.
The two characters in the advertisement are composed as if they are companions going on an adventure with the player, transforming it into immersive content centered on the viewer.
3. The Truth of Emporius – Inducing Story-Centered Participation
The Truth of Emporius is not a simple mission, but rather a narrative connection that crosses between the game and advertisement. ‘Emporius’ is presented as a new region or symbolic concept within the world of Collapse: Starrail, and users must find clues and hints to uncover the truth.
This setting stimulates users’ curiosity and desire for exploration, and shows the process in which the story-based play flow goes beyond the simple delivery of information in advertisements and transforms into a brand experience.
4. Various benefits - Strategy aimed at user inflow and conversion
Campaign participants will be given various rewards as follows:
Google Play points and limited items
Chance to participate in event-only goods
Honkai: Starrail in-game premium rewards
Additional rewards through social media linkage missions
This structure is designed to lead to **direct action induction (install, login, share, etc.)** beyond simple viewing. In particular, the MZ generation tends to be active in reward-based participation, so efficient conversion can be expected.
5. Advertisement composition and visual strategy
The advertisement video follows the following composition strategy:
Cinematic opening – hints at the world of Emporius
Appearance of Chu & Mina – immersive narrative and humor
Quest description and induction – Presenting participation method linked to QR code
Game play highlight – Maximizing the appeal of Collapse: Starrail
Information on rewards and benefits – Inducing immediate participation after viewing
Visually, the futuristic neon colors and Collapse: Starrail’s unique space railroad theme go well together, maintaining a unified tone and manner throughout the advertisement.
6. Conclusion – Google Play’s successful case of targeting young users
This advertisement is not just a simple game advertisement, but can be seen as a textbook for marketing targeting the younger generation through a triple collaboration between Google Play, popular game IP, and popular creators. It is a composition optimized for the consumption and participation patterns of the MZ generation in various aspects such as story-centered campaigns, abundant rewards, and viewer participation structures.