- BRAND
- COMPANY
ORB HUNT
SEOUL
Partnership, campaign strategy and delivery led in-house by Myounghee Kang
FAIR PLAY
OUT IN THE CITY
Nexon Icons Match brought football legends and gaming fandom together. For World, it was a chance to turn an unfamiliar product into access to something fans wanted.
The goal: build awareness and participation by making useful in a real cultural moment. I secured the partnership and connected a citywide hunt, a flagship pop-up and match-day experiences through one campaign.
The campaign brought people into the mini-app and flagship, connected verification with ticket collection, and sparked creator-led sharing.
MAKE IT
WORTH FINDING
A shared identity connected the campaign film, digital ads, elevator screens, creators and PR. Each channel led into the same journey: discover the hunt, join in, then collect tickets in person.
- DISCOVER
Film, media
Creators & PR - PARTICIPATE
Mini-app clues
Physical Mini Orbs - CONNECT
Flagship experience
Verified ticket collection - AMPLIFY
Match day
Shared fan moments
THE CITY
WAS THE GAME
The mini-app turned Seoul into a field of clues. Collectible connected a digital map with cafés, neighbourhood spaces and the flagship.
DISCOVER
Open the mini-app in World App and follow location clues.
FIND & CLAIM
Find a hidden Mini Orb and scan its QR code to claim ticket ownership. An in-app raffle offered another route.
COLLECT, TOGETHER
Visit the flagship with a companion, complete World ID verification and collect the match tickets.
World App was enough to join the hunt. Both the ticket holder and companion needed verified World IDs at collection, with verification available on site.
Colour-coded objects, numbered capsules and QR codes brought the digital hunt into the street.
A FLAGSHIP
YOU COULD PLAY
World Space Seoul became a football playground, from the basement to the rooftop. Ticket collection sat within a broader experience of challenges, customisation and shared fan moments.
PLAY YOUR
WAY THROUGH
Football challenges and hands-on activities gave visitors a reason to explore every floor.
FEEL LIKE
A PLAYER
The tunnel, player armbands and custom goods carried the same identity through the experience, making visitors part of the campaign.
FROM THE CITY
TO THE STADIUM
A World booth, sponsored jerseys and stadium media carried the campaign into match day. Verified ticket holders and companions joined the moment they had been hunting for.
GIVE THE STORY
TO THE FANS
Football, gaming and lifestyle creators introduced the hunt and pop-up before the match, then shared the stadium experience. The reflex challenge also drew spontaneous creator coverage, extending the campaign beyond planned posts.
INTEREST INTO
PARTICIPATION
- Brand discovery
Brand tracking recorded increased awareness during the campaign period.
TRACKED THROUGH / Brand awareness research, media reach and content engagement- Product participation
People joined the mini-app, visited the activation and completed World ID verification.
TRACKED THROUGH / Mini-app registrations, activation attendance and completed verifications- Organic sharing
Unplanned creator coverage and participant posts gave the experience further visibility.
TRACKED THROUGH / Organic posts, sharing and content engagement
MADE POSSIBLE
TOGETHER
- BRAND / COMPANY
- World / Tools for Humanity
- WHEN & WHERE
- August–September 2025
Across Seoul, World Space Seoul in Ikseon-dong, and the Icons Match stadium - MY ROLE
- Myounghee Kang, in-house at Tools for Humanity
Secured the Nexon partnership; led campaign strategy, creative and media direction, mini-app coordination, activation delivery and campaign review with partners - MADE WITH
- Nexon / Icons Match, internal teams, creative and media agencies, development and production partners, PR teams and creators