In the early days, we had to be really scrappy.
We were a small team.
The game launched with only 11 people
and a small marketing budget.
We only had 80 levels at launch.
So we're focused on doing a few things really, really well.
We're always tried to do marketing
that other people haven't done before
as a way of cutting through.
We look at online video influencers.
We look at partnerships.
We look at burst television campaigns where we come on
and saturate a market for a few short days.
That's where we think we can get
and gain an edge on our competition.
For us, we're not just pushing the game.
We're trying to build the brand as well.
So we look at both traditional gaming metrics, but we also look
at more branded metrics to sort of see
if we're building the business in another way.
about creating a mobile app is we're constantly engaged
with our audience and we're
in a constant dialogue with our audience.
Social media can serve a number
of different roles for us.
It's a way to communicate any issues around the game.
It's a way to communicate any sort
of immediate promotional activities --
a new update is out, a new character is getting introduced.
But then there are larger brand billing opportunities
that we have, whether that's an ability for the fans to vote
on the character to lead the next update,
whether that's the ability for fans to chime in on
where they want the next world to go, the next levels
to progress to, or, frankly, just to communicate
and have a little bit of fun with the community.
We see a lot of fan art come in.
We see pinatas.
We see a couple of people have gotten tattoos.
To drill down on the way we build our brand
through social media, there's a number of ways we do it.
One is constant communication.
We are on every single day talking
with fans across the globe.
Two is unique art.
So we spend a lot of time creating unique art
for both our Facebook channel
and particularly our Instagram channel.
We do up to 25 different, unique pieces of art every single month
for our Instagram channel, and we'll tie those
into typical hashtag trends or other social media trends.
The relationship between brands
and their audience has changed.
A great example of that is some of the work we've done
with leading YouTube influencers.
We've focused hard on creating an authentic experience
that people who followed influencers would feel is
We really look at both high concept strategic and kind
of more immediate tactical.
For more immediate tactical
when we're targeting a specific demographic,
a DIY cupcake video that may only get a few hundred thousand
users, but they're very dedicated users,
and we can see the direct uplift.
For a higher concept video with a number of influencers,
potentially, where you will see some uplift in terms
of installs, but it's also about brand reach
and about trying to create a level of conversation
about the brand and about our game that may
or may not be quite so quantifiable,
but certainly has longer term brand positive effects.
We try and spend as much time thinking about interesting,
creative experience that can cut through and not just think
about the metrics when we design our marketing experiences.
It's impossible to build a brand
if you're only focused on the spreadsheet.
What's important now for app developers is to think
about how you can marry your creative instincts with the data
that you get back, and if you can get those things together
and do them in a great way, it's an amazing
and unparalleled opportunity for developers to market something
and cut through in a different way.
Looking for something specific? Enter a topic above and jump straight to the good stuff.
An error occurred when submitting your query. Please check your Internet connection and try again.