REVO: 18+ mobile game promotion
communication platform, creative idea, smm, content, AR mask, influencers, TikTok & Reels
As we stripped down the youth: frank 18+ communication for the promotion of the mobile game REVO.
The agency’s task
Develop and implement an innovative marketing campaign to attract attention to a mobile game through bold 18+ communication, using creative solutions that encourage youth engagement and interaction with the game, while ensuring a positive image and adherence to ethical standards.
Implementation Strategy
The solution we proposed involved developing a communication platform idea, realized through a variety of interactive content. We created an AR mask, a series of Reels, and TikTok videos that engaged and interacted with the audience. All these elements were tightly integrated with our strategy for managing the Instagram page, where updates and engaging content were regularly posted. Additionally, we implemented a guerrilla sticker campaign throughout the city, featuring QR codes that led to the game, adding visual appeal and mystery to our campaign. The involvement of a well-known blogger allowed us to expand our reach and enhance the campaign’s effectiveness.
- Creative Concept Development. “Ahhhtivations”
We began by identifying key emotional triggers that are prevalent within our target audience. This involved extensive market research, including focus groups and social media sentiment analysis, to understand what drives engagement among young gamers. The insights gained from this research informed our approach to not only the visual and textual content but also the interactive elements of the campaign.
The central theme revolved around “engagement through provocation,” a method designed to create buzz and drive interaction. By leveraging provocative imagery and suggestive themes, aligned with an 18+ communication strategy, we aimed to captivate and spur the audience into action.
AHHTIVATE THE GAME
AHHTIVATE YOURSELF
GET AHHTIVATE WITH REVO
The campaign name ‘Aхтивація’ is a creative portmanteau formed from the words ‘activation’ and the suggestive term ‘lustfulness.’ This name captures the essence of the campaign’s strategy which aims to not only activate but also entice the target audience with a playful and provocative appeal. The dual connotation of the name reflects the campaign’s objective to stir both interest and excitement, using engagement tactics that are both intriguing and daring.
2. AR mask for Instagram
We aimed to inspire Ukrainians to become more active and embrace a sense of playfulness, so we developed an AR mask that uses pixelation to creatively blur the appearance of nudity. This mask is in step with the campaign’s bold concept, prompting users to participate in a fun and suggestive manner.
Regarding the AR mask, 15,700 users generated content with the help of the mask, while 105,400 users accessed it.
3. TikTok & Reels content
For our TikTok and Reels content, the idea was to have an actor in a nude-simulating suit interact with people on the streets of Kyiv, drawing them into playful engagements. Unfortunately, due to social media platforms starting to block videos with our pixelated ‘nude’ costumes, we were compelled to pivot to a more traditional form of presentation.
4. Bloggers’ Engagement
Blogger Integration into the REVO Campaign: NATIONAL REVO ACTIVATION PROGRAM. We will produce a segment in which a blogger distributes pink paws to the public, creating a playful and enticing atmosphere in homes to uplift the country’s spirits.
5. Guerrilla marketing
Brand fans and communicators spread stickers throughout Kyiv featuring QR codes, which directed to the game.
6. Instagram communication
The Instagram page served as a landing hub where we consolidated all communications and developed additional interactive posts. Consequently, the Instagram page organically increased its followers by +8%.
Campaign Performance Metrics
| Metric | Result |
|---|---|
| Campaign Period | 1 Month |
| Total Reach | 2,507,707 |
| Players Engaged | 21,264 |
| Profile Visits | 41,138 |
| New Instagram Followers | +4,930 |
| Interactions | 38,183 |
| Engagement Rate (ER) | 56.99% |
| Engagement Rate on Reach (ERR) | 1.52% |
| Likes | 25,558 |
| Comments | 6,027 |
| Shares | 3,635 |
| Saves | 2,963 |
| AR mask open | 105400 |
| UGC video with AR mask | 15,700 |