loan_chien_mobile_launching
Launching Campaign
Brief:
Get people of all ages
Who is interested in MOBA games or Esports
To try Loan Chien Mobile
By creating FOMO effects in the community
Insight:
There are 2 reasons why people play games. First, they are very passionate about gaming. Second, they are inspired by the people around them.
Strategy:
We create an IMC campaign to make a wave of playing this new MOBA Mobile game, first in the gaming community, and then spread out to other communities.
PR Stunts. Through our affiliate program, we successfully invite more than 300 micro and power middle gaming influencers to live stream our game on the launching day. On the same day, more than 20 universities across the country announce the establishment of LCM Esports clubs.
Influencers Showmatch. 20 gaming KOLs are invited to attend the show match which is held by LCM to determine who's the winner of the debate.
Online Activation. To keep this heat, after the launching day, 10 organizations including Esports pro-teams, gaming houses and gaming media organizations hold their own tournament of the game.
Results:
* Total Impressions: 53M.
* Media Impressions: 20M.
* Total of users trying the game in 1 month: More than 1M.
* Daily active users (average): 139K.
* Concurrent users (CCU): 12K.
Skills involved: brand strategy, market analysis, competitive analysis, go-to-market plans, product launches, campaign launches, customer/member retention, customer/member acquisition, asset planning, content curation, social media management, creative direction
