How Flavourworks successfully launched Erica Interactive IOS with Influencer Marketing
At the end of 2020, Flavourworks reached out to us to help launch their new FMV-based interactive film video game called Erica. We couldn’t say no to such a wonderful collaboration opportunity.
With launch day taking place in January 2021, our team developed a cross-platform game launch activation with a focus on live streaming. To make sure that Flavourworks innovative game development gains the attention it deserves, we onboarded 8 well-known influencers for this campaign.
The game’s absolutely high-end graphics and interactive features made twitch a great platform for influencers to stream, watch and play Erica Interactive IOS with “twitch chat” helping out to make literal game-changing decisions.
Launch week included 7 interactive twitch streams and 1 YouTube video integration.
For the Erica Interactive IOS launch, we primarily focused on the English speaking market as it would provide Flavourworks with a large reach regarding the target audience. Our goal was to pick up the interactive USP of Erica and transfer it to the launch promotion.
We wanted viewers to be immersed in the game the same way influencers did playing it. Viewers had the chance to help influencers make game-changing decisions that would turn the game experience into a unique experience.
We decided to work with 8 influencers that had a fitting target audience for Erica’s gameplay.
TikTok Ad Creatives
To increase exposure for Erica’s Interactive IOS launch campaign, we decided to effectively place TikTok Ad creatives. A combination of Erica’s influencer content and trailer content were used to produce the Ad creatives.
The TikTok Ad creatives generated over 370K views, as well as had a conversion rate of 13.06%. Below you can check out one of the TikTok Ad creative used for this launch campaign.
Meet the Influencers
We collaborated with well-known twitch content creators like Danucd, Djarii, Jellypeanut and many more. In total over 15 content pieces were produced by influencers before and during launch week including: Twitch streams, YouTube videos. TikTok Ads and Twitter Posts. Below you can click through a few!
It was a pleasure to see so many people tune in and watch & play together with the influencers. The communities of all streamers really enjoyed the different take Flavourworks took with Erica. The graphics, decision making and thrill of the game unlocked over 877K+ views, as well as 36K hours of watch time.
what youre playing there looks really pog! now i kinda wanna not watch you play / watch it and do so myself monkaSramboozeled_
Like, that’s the first time I’ve seen something like that before. I need to go back and watch that last 5 minutes to see what happenedRagedarling
def a nice gamedon_pw
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