Generate interest with relevant video creative.
@OnmyojigameJP used Periscope to broadcast the live Niconico event highlights and engage its target audience of pop culture fans. A video starring the game’s hugely popular voice-over stars — in character and in real life — helped generate interest from fans.
Choose a unique hashtag to action.
#川口春奈艶やかに大変身 (#HarunaKawaguchiTransformsBeautifully) announced Haruna Kawaguchi, the star of the TVC, as the brand’s official spokesperson. #黄昏時に何かが起こる (#ThingsHappenAfterDark) encouraged user participation in the evenings by asking them to catch the 'Shikigami' (spirits who help the Onmyoji) characters from the game.
Follow up with a mobile app campaign.
An always-on mobile app install campaign drove fans that had engaged with the video creatives to download the mobile game. Keyword, follower, and interest targeting related to gaming delivered the right audience of gaming fans, while optimised creative based on response rates drove maximum engagement and downloads.
Twitter is an effective platform to reach the right audience to spread our game’s brand message and to drive mobile app installs. Its huge popularity in Japan helped us to achieve scale. We are delighted with the success of the campaign — how it engaged our audience on an emotional level to boost downloads.