Turning a Gen Z favorite game mode into an epic hunt for killer deals.
‘Prop Hunt’ is Gen Z’s latest obsession: a Call of Duty mode where players hide as everyday objects. And a playground for Mercado Livre, the biggest e-commerce in Latin America, to show off its endless catalog to a young audience. We dropped football legend and gamer Neymar Jr. into the game, disguised as all sorts of items available on Mercado Livre.
Pro players hunted him live on his Twitch, and the faster he was killed, the bigger the discount on that item for fans watching. We mapped 420 drops across 16 maps, linking them to real producrs on Mercado Livre. Most watched live of the year: 180K+ viewers on Twitch. +5.4 P.P. among young audience. 16K coupons redeemed in 45 minutes. $1.3MM sales.
AWARDS
Cannes Lions 2025
CREDITS
Brand: Mercado Livre, Brazil. Creative Agency: GUT, Sao Paulo. Media Agency: GUT, Sao Paulo. Production Companies: 3C Gaming (Sao Paulo), Estudio Icone (Rio De Janeiro), Ginga (Sao Paulo), Grupo In oress (Jardim Paulista), Zetabe Powered By Mediabrands (Sao Paulo).
