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Darkfire Heroes
Soft Launch Influencer Campaign
5 Influencers
1.5M Views
Case Study: Preparing Darkfire Heroes For Battle
Rovio, thanks to the world-wide success of Angry Birds, has quickly become one of the most well-known brands within the mobile games industry. It’s particularly true for the casual market. But they wanted to break through in the mid-core RPG genre. And with the upcoming launch of Darkfire Heroes — a free-to-play real-time, hero-based RPG with a massive campaign and multiplayer coop — they looked to leverage their wide-appeal and global brand awareness.
We took to the challenge by partnering with five mid-tier influencers who had built an extremely loyal fanbase, and were known for playing mobile RPGs to deliver engaging ad integration into their YouTube videos.
Project goals
#1
Gain awareness and increase game installs across North America among RPG fans
#2
Help Rovio build a strong community base prior to launch, increase discoverability and fan engagement
About the Game
Darkfire Heroes is a real-time RPG mobile game featuring an immersive campaign, uniquely designed levels, deadly boss fights, exciting real-time PVP battles, larger monthly events and a ton of heroes & spells to collect and upgrade.
Campaign Strategy
We took to the challenge by partnering with 5 mid-tier YouTube Influencers who had built an extremely loyal fanbase, and were known for playing mobile RPGs. Selected Influencers created a buzz around upcoming launch of Darkfire Heroes and its “NewPlayer Welcome Bonus”. We leveraged 60-90 second YouTube integration as a means to help maximize reach and ROI.
Creator Content
Here are a few of the campaign’s highlights:
Achievements
- A total reach of more than 10 million
- Video views exceeding 1.5M to date
- A 98% positive sentiment towards the videos
