Case Studies

Action re-invented

The Brief: How should we re-ignite fan interest in Devil May Cry? a 10-year old action franchise coming to next-gen consoles and PC.

The Strategy: We talked to the fans, did some deep research, and built a structured campaign that emphasized action that Devil May Cry is known for:

Tactics:

  • Create a global plan for launch with core messaging focused on the characters, and identified key areas of interest.

  • Campaign beats: we secured a spot in The Game Awards and played “Devil Trigger” - the game soundtrack on stage with a live band!

  • The game launch was supported with a kick-ass TV spot that captured the essence of the game in an innovative way.

Results: Devil May Cry 5 beat pre-order estimates by 20% and went on to sell over 10M units LTD.

A battle royale boost

The Brief: How do we build awareness in the US market for a battle royale game on mobile?  Garena apporached Lemonade and needed some help building awareness for Free Fire, the best FPS on mobile - that nobody had ever heard of. They also wanted downloads at a specific CPI.

Strategy: We did our research and playtested the game with mobile shooter fans and we found there was still a steep learning curve. Fortunately, the game was available at a time when Fortnite was taken off the mobile app stores.

Tactics: To build awareness, we cut new trailers and created fresh marketing assets that explained the back story of the game. We also built a new website for newcomers to learn techniques and weapons strategies. We also worked closely with influencers to highlight upcoming events.

Results: 3,400 streams and 90K installs for Free Fire, including a 20% organic lift in installs.

A classic franchise gets reloaded!


The Brief:  How to re-invigorate a beloved brand with new products to reach different audiences?

Strategy:  Time to listen to the fans first. Dig through brand research and clarify the elements that make Angry Birds fun. Map these elements to different audience segments.

Tactics: 

    1. Build a five-year product roadmap that unites the games with the licensing efforts 

    2. Share product roadmap with studio heads for further input on game designs.

    3. Launch Angry Birds Reloaded - a classic game for a new platform

Results: Angry Birds Reloaded becomes a top hit on Apple Arcade.