EVA is a cult classic anime from 1995, a huge iconic anime among Millennials and Gen Z in Japan and also Asia and there is a new in-game IP collaboration between CODE:D-Blood (@CodeDragonBlood) and Neon Genesis Evangelion (EVA). CODE:D-Blood, published by Tencent Games in Japan, was looking to drive maximum conversation and buzz from casual gamers to avid gamers with this in-game IP collaboration for the title, which launched just months ago.
Gaming fans are very active on Twitter, almost on the platform daily. We saw 2 billion gaming-related Tweets in 2020, up over 75% YoY1. Due to the pandemic, 37% of Japan Twitter users are spending more time on computer / video games2.
Partnering with Twitter, CODE:D-Blood was able to connect with the gaming community on the platform and used engaging real-time features to blur the lines between worlds by bringing iconic elements from the story and game onto Twitter.
CODE:D-Blood took over Twitter and Tokyo with a 9 day campaign simulating the arrival of the angels, doomsday, iconic elements from the story and game into the real world.
To tease the in-game collaboration, everything in-game and on Twitter started to turn red, intensifying closer to launch day. promoted videos highlighting the backstory of the main characters of the game were released to immerse the fans prior to the launch. Fans were able to like to subscribe for live updates as the story unfolded and through the use of Video Website Card, fans are directed to a designated site where they can find all information on the upcoming launch.
At launch, CODE:D-Blood released a promoted video on Twitter showing Shibuya being taken over by an emergency event, they took over the Digital OOH at Shibuya Crossing replicating the first game event in real-time in Tokyo. All these drove fans to tune into the Live Event on the launch day.
To sustain the momentum, CODE:D-Blood continues to drive fans to download the app through retargeting engaged users with the Video App Install Card and releases a series of in-game battle locations and sightings characters of the game to increase the time spent on the game.