After the successful launch of its new anime-styled mobile gaming app, Azur Lane (@azurlane_staff), Japanese gaming publisher Yostar created an in-app Halloween event to continue its post-launch marketing momentum of attracting new players to drive app downloads and prompt its current pool of players to engage with the game.
To encourage engagement with the game, Yostar organized an in-app Halloween event to introduce their new series of Halloween-themed @azurlane_staff game characters, outfits and accessories that can be unlocked through in-app purchases. As the gaming publisher was looking for effective channels to promote this event, Yostar saw an opportunity to tap into the Halloween conversation taking place on Twitter, in conjunction with the Halloween season, and target their Halloween event at the Twitter audience who are interested in gaming and anime.
@azurlane_staff ran a Twitter campaign with In-Stream Video Sponsorships where they partnered with a Japanese video content publisher to host and promote a live event that was broadcast on Periscope. The live event saw @azurlane_staff’s two prominent voice actresses, who are popular with gaming and anime fans, participating in a live @azurlane_staff gaming match to show the audience how the game plays out, and to unveil the new series of Halloween-themed gaming characters, outfits, and accessories.
Before the live Periscope event, @azurlane_staff started reaching out to their core audience using a pre-event Tweet to garner interest and excitement. And, as the event was happening, the live Periscope video broadcast was promoted on @azurlane_staff’s Twitter account, while it ran in simulcast via their content partner’s platform to reach a wider audience on and off Twitter, to drive greater live viewership.