Samba de Amigo Case Study 2023

Samba de Amigo: Party Central — Shaking Up the Gaming World with a Cultural Dance Fusion

From the end of August till mid September 2023, our team ran an exciting and energising influencer marketing campaign for Samba de Amigo: Party Central, a motion-based rhythm game developed and published by SEGA.

We developed a dynamic and unique TikTok campaign, collaborating with influencers from 4 different countries and shaking up the gaming audience with fun and creative ads. Let’s take a close look at how it went!

Samba de Amigo: Party Central is a sequel to Samba de Amigo, a rhythm game focused on Latin American culture and music. The gameplay involves players using controllers shaped like maracas to match a series of patterns displayed on-screen.

Party Central was released on the Nintendo Switch on 29 August, 2023 and had less focus on Latin music and more on popular music genres in general, including songs from such bands and singers like Pitbull, Maroon 5, Kesha, Bon Jovi, and so on.

Campaign Goal

The campaign was designed to amplify awareness and interest in Samba de Amigo by crafting content that is both dynamic and inclusive. While our core gamers remained a focus, the strategy extended to captivate a more diverse audience, including dancers, social enthusiasts, and families.

We collaborated with 10 TikTok influencers from France, Spain, Italy, and Germany, who created fun and outstanding ads, dancing and having a great time while presenting the game to the viewers.

The overall goal was to broaden the Samba de Amigo’s market reach and diversify as well as to appeal to various consumer segments. The whole campaign lasted from 29 August till 13 September, and successfully increased the overall awareness of the title.

Meet the Influencers

Lee.Andy

1.1M Followers

keinpart2

1.3M Followers

Trunky

726K Followers

Soleilnocturne

1.5M Followers

Sanae

575K Followers

danierobbi

403K Followers

lalequita

2.1M Followers

Raquel Navarro

333K Followers

Simbeli

1.1M Followers

Tadevlogs

7.4M Followers

Campaign Video Content

The videos were created in 4 different languages. The most memorable ones were produced by Simbeli (engagement rate: 4.44%, total watch time: 1.5K+ hours) and Tadevlogs (total views: 1.2M+, total watch time: 2.1K+ hours).

The overall campaign with 10 videos on TikTok successfully gained 7M+ views, 83K+ likes, and 9.6K+ hours of the total play time. Let’s take a look at some of the content pieces: