MIXI Inc. taps programmatic DOOH to power ‘Strike World’ India launch

MIXI Inc. has officially launched its latest hunting action RPG, Strike World, in India as part of its global expansion strategy. To maximize awareness and drive adoption among young college going audiences, MIXI Inc. along with its digital media agency, Social Beat conceptualized and executed a high-impact, integrated digital campaign. 

To power the programmatic DOOH (pDOOH) layer of the launch, Social Beat collaborated with Lemma, delivering targeted visibility across key outdoor touchpoints. The campaign utilized strategically mapped pDOOH placements to integrate Strike World into the daily commutes of young urban students, securing maximum visibility across high-traffic transit corridors and lifestyle hubs. 

By leveraging data-driven audience insights and contextual targeting, the campaign ensured the game remained top-of-mind among urban, mobile-first consumers. This approach enabled the brand to intersect with its target audience at multiple touchpoints throughout the day, such as screens adjacent to IIT Bombay and at various metro stations, reinforcing brand recall and driving significant buzz. 

As part of this unified strategy, the integration of digital media with pDOOH further allowed the brand to amplify its reach beyond traditional screens, creating a seamless, omnichannel launch journey that maximized both impact and efficiency. 

“What stood out for us was the simplicity of executing an integrated campaign at scale,” General Manager, MIXI Inc. “With Social Beat leading the strategy and Lemma enabling the programmatic DOOH layer, we were able to unify digital and outdoor seamlessly, ensuring consistent messaging and efficient execution across touchpoints.” 

Social Beat added, “For a high-impact launch like Strike World, the objective was to create a unified brand experience across channels. By managing the campaign end-to-end and leveraging Lemma, we integrated digital and pDOOH within a single strategy, delivering a truly omnichannel presence across Mumbai’s key transit and lifestyle hubs.” – Sundar Ramesh Kumar, EVP Paid Media and Analytics 

As brands navigate an increasingly fragmented media landscape, integrated strategies spanning multiple touchpoints have become essential for driving meaningful impact. By utilizing channels like pDOOH alongside digital media, brands can effectively enhance visibility and engage audiences throughout every stage of their day.