Call of Discounts
In Latin America, gaming isn’t just entertainment—it’s a cultural force. Mercado Libre, the region’s leading e-commerce platform, tapped into this energy with “Call of Discounts,” a campaign that transformed online shopping into a live-action gaming experience. Inspired by the mechanics of first-person shooters, the brand created a digital battleground where users could hunt for deals, chase a celebrity, and unlock real-time discounts. It wasn’t just gamified commerce—it was a full-blown retail mission.
Campaign Overview
“Call of Discounts” launched as a limited-time event across Mercado Libre’s app and website, styled like a first-person shooter game. The campaign featured Brazilian footballer and gaming icon Neymar Jr. as the central character in a virtual survival challenge. Users were invited to “hunt” Neymar across 16 digital maps, each filled with Mercado Libre products disguised as in-game props. The longer Neymar survived, the fewer the discounts—creating urgency, competition, and a sense of shared mission among fans.
The campaign was supported by influencer content, teaser trailers, and a Twitch livestream that turned the event into a national spectacle. It wasn’t just a sale—it was a showdown.
Campaign Objective
Mercado Libre aimed to engage Gen Z and millennial audiences by merging two of their favorite digital behaviors: gaming and online shopping. The goal was to drive traffic to its platform during a key promotional window while reinforcing its identity as a tech-savvy, culturally fluent brand. By turning discount hunting into a competitive, immersive experience, Mercado Libre sought to create emotional engagement and social buzz far beyond the typical sale.
Execution
Gamified Environment: Mercado Libre’s actual products and deals were transformed into in-game props across 16 different virtual maps, creating a fully immersive digital playground.
Celebrity Involvement: Brazilian gamer and football legend Neymar Jr. participated in the hunt for discounts, dressed in Mercado Libre-branded items and acting as the central character to be “hunted.”
Live Streaming: The entire campaign was streamed live on Twitch, becoming one of the most-watched events of the year in Brazil and drawing massive engagement from gaming communities.
Deal Mechanics: The goal was for Neymar to survive while people on the internet tried to “hunt” him. Discounts decreased over time as he survived, encouraging users to act fast and stay engaged.
Brand Impact
“Call of Discounts” positioned Mercado Libre as a brand that understands digital culture and knows how to play within it. It elevated the brand’s perception among younger audiences, especially gamers and tech-savvy shoppers. By creating a campaign that felt more like an event than a promotion, Mercado Libre earned emotional relevance and cultural credibility. The brand didn’t just show up—it showed off.
Results
The Call of Discounts Campaign was a major hit, achieving 5.4pp engagement among young audiences and seeing 16,000 coupons redeemed in just 45 minutes. It drove $1.3 million in sales and became the most-watched live stream of the year, attracting over 180,000 viewers on Twitch.
Lessons Learned
“Call of Discounts” proves that gamification works best when it’s authentic to the audience’s behavior. Mercado Libre didn’t force play onto commerce—it fused them naturally. The campaign also showed the power of urgency and real-time interaction. When discounts become part of a live challenge, they gain emotional weight. Finally, the use of celebrity only works when it’s culturally aligned—Neymar wasn’t just a face, he was a player in the game.
