With the mobile gaming industry in the Middle East region becoming increasingly competitive, mobile game developer and publisher ONEMT had to find a way to expand its share of the pie.
As Ramadan, the region's most important celebration, drew near, ONEMT saw an opportunity to promote its mobile game, “Revenge of Sultans” (@EntkamElSlaten), during this period. Knowing it could connect with digital natives who are active during Ramadan on Twitter at scale, ONEMT sought out a partnership with Twitter to increase brand awareness and acquire more users.
Throughout the month of Ramadan, ONEMT used First View and Promoted Trend to deliver their premium TVC content, localised for Ramadan. This 24-hour video takeover gives advertisers an opportunity to take the top advertising position in the timeline for 24 hours, offering the perfect opportunity for ONEMT to reach the masses in Saudi Arabia, Kuwait, United Arab Emirates, and Qatar, and spread the word about the game to them when they are most receptive.
To incentivise users to join in the conversation about @EntkamElSlaten, ONEMT created hashtags related to the campaign themes — #انتقام_السلاطين (#RevengeOfTheSultans) and #ذكريات_السلاطين (#MemoriesOfTheSultans) — and gave its audience an opportunity to win in-game prizes depending on their level of engagements with the campaign hashtags. ONEMT and Twitter created a custom branded emoji featuring a sultan character which captured the spirit of the game and offered fans an engaging way to express themselves.
Leveraging the power of engager remarketing, ONEMT used Tweet engager targeting as a follow-up to the First View videos. Users that engaged with the content when First View was active (by viewing, reacting, or sharing) were retargeted in a subsequent Mobile App Promotion campaign phase to drive app installations.