Connecting MLBB Greation League’s Creative Community Through MGL KURAFEST 2024
Background
Moonton’s MLBB Greation League (MGL) is a platform designed to empower creators across four divisions: Fanartist, Writer, Cosplayer, and Animator. In 2024, Moonton partnered with YK Consultingto grow the community by engaging Surabaya’s large base of creative students and its vibrant Japanese pop culture enthusiasts, and position MGL as the top platform for fresh young talent through a standout on-ground event.
Challenge
The Quest to Win Hearts in a Competitive Pop Culture Arena
In a market crowded with pop culture events and gaming activations, the real challenge wasn’t just to gather a crowd, it was to inspire action. We needed to break through the noise, connect meaningfully with Surabaya’s massive MLBB player base and Japanese pop culture fans, and turn passive attendees into active creators who would fuel the future of the MGL community.
Ideas
Our Game Plan: Bring the Action to the Heart of the Community
We designed MGL KURAFEST 2024 as a one-stop creative festival targeting Surabaya’s students and Japanese pop culture fans.
1. Bringing MGL World to Life On-Ground
We designed an engaging event experience that combined creator exhibitions, MLBB experience zones, funmatch areas, and a stamp rally to spark curiosity, reward participation, and showcase the vibrant MGL community.
2. Turning the Stage into a Celebration of Creativity
We powered up the festival with a cosplay parade through the mall, an MGL Live Podcast to spotlight creator voices, and high-energy stage acts from HT One, BabyMetalSurabaya, Vibetronic Music, and EG 48 that kept the crowd engaged and the buzz going strong.
3. Fueling Creativity Through Competition
From fan art and cosplay contests to the coswalk showcase, we gave young talent the spotlight to express their passion and connect with fellow enthusiasts.
4. Building Buzz with a Full Social Push
We ran a content strategy from pre-event teasers to live coverage and post-event highlights, keeping the conversation going and the excitement high.
5. Expanding Reach Through Media Collaboration
We partnered with media and crafted press releases that delivered national coverage, boosting awareness and reinforcing MGL’s position as a hub for creative gamers.
Result
MGL KURAFEST 2024: A Full-Power Campaign That United Fans On-Site and Online
In just two days, MGL KURAFEST 2024 turned fan passion into real community participation and unlocked strong results in both reach and impact.
2,800 Event Vistors | 1,700 Activity Participants | 31 New MGL Community Members |
412 Cosplay Competition Participants | 190 Fan Art Competition Participants | >700 #MGLKURAFEST2024 Instagram Mentions |
6 National Media Coverage | >25 Online Media Publications with multiple posts across channels |
Recent Projects
