For the launch of the 2021 iteration of the @FootballManager video game, the studio behind it — Sports Interactive (@SIgames) — was keen to stoke anticipation and drive demand for the game among football and video game fans. Wanting to create extensive awareness of the launch on social media across multiple European markets, it turned to Twitter to engage a wide audience through premium advertising formats.
Together with full-service video game marketing agency ComboStrike (@ComboStrikeHQ) and TwitterNext, @SIgames devised a multilayered campaign to launch Football Manager 2021 across select European markets.
By harnessing the Promoted Trend Spotlight, which puts brands front and centre on the Explore tab, @SIgames ensured its target audience of committed fans in the British, French, and German markets would be aware of its launch on #FM21ReleaseDay.
It married that trend with a Twitter emoji for greater impact and produced a stream of content in different formats to support the trend and drive engagement. These included multilingual video, articles, and Twitter Polls.
To further engage the opinionated football gaming community in a smart way across the launch day, @FootballManager asked users, “What is your management style?”. It then used artificial intelligence technology to respond to their answers and let them know if they would be a good fit as a club manager.
Keen to improve brand performance in Norway, @SIgames made the most of First View there. This enabled it to showcase video in the top advertising position in people’s Twitter timeline for 24 hours, allowing maximum reach when the target audience was most receptive.