WePlay enlists Justin Hubner to unite Indonesian football fans through social campaign

WePlay has teamed up with Indonesian national footballer Justin Quincy Hubner for a localised campaign that aims to harness the country's football enthusiasm through online community engagement.

The global social entertainment platform, operated by WEJOY PTE. LTD., launched the campaign under the theme "Supporting Indonesia's football dream", encouraging users to share their hopes for the future of Indonesian football while interacting with fellow fans across its platform and social media.

Running from 11 to 24 June, the initiative was rolled out simultaneously via WePlay's in-app features and its official Instagram account, inviting users to post messages of support for Indonesia's football future, send encouragement to Hubner, and participate through hashtags, comments and social interactions.

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Eligible participants stood a chance to receive exclusive rewards including WePlay x Justin Hubner collaboration jerseys, signed jerseys, a limited-edition "Star of the Field" avatar frame and in-app coins.

The campaign reflects WePlay's broader strategy of connecting with young audiences through locally relevant interests and communities, using football as a cultural touchpoint to strengthen engagement on its social entertainment platform.

Hubner, who plays for Dutch Eredivisie club Fortuna Sittard and the Indonesian national team, has emerged as one of Indonesia's most recognisable young footballers, amassing more than 4.1 million followers on Instagram. The centre-back and defensive midfielder has become a prominent figure among younger fans, positioning him as a natural partner for WePlay's mission of connecting people through games and online interaction.

Rather than focusing solely on promotional content, the campaign seeks to transform football fandom into participatory social experiences. By combining in-app engagement with social media conversations, WePlay aims to create an online space where fans can express collective support for both Hubner and Indonesian football while interacting with other users.

The collaboration also aligns with the platform's ongoing localisation strategy, which focuses on integrating regional culture, youth interests and community participation into its entertainment offering.

"Football is a universal passion that transcends language, geography, and age. Justin Hubner represents the fighting spirit and determination that resonates deeply with Indonesia's young football fans, making him a natural fit with WePlay's vision of connecting people through games and interaction. Through this collaboration, we hope to gather hopes and dreams for the future of Indonesian football within WePlay's interactive community, making every show of support visible while bringing more users together through a shared passion," a WePlay project representative said.

Looking ahead, WePlay said it will continue exploring new ways to integrate sport, gaming, entertainment and social interaction through locally driven campaigns targeting young users worldwide.

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