Ground breaking TV campaign for world leading mobile game Clash of Kings starts on 25th April. “TV for Apps” from The Specialist Works makes TV advertising campaigns trackable and optimisable.
Developer, Elex, is embarking on a huge marketing push for Clash of Kings, Facebook’s Game of the year 2015. With a 360° marketing campaign combining outdoor, experiential, digital and mobile campaigns with a cinema and TV advertising campaign at the forefront.
Watch the trailer of Clash of Kings:
In the competitive world of mobile strategy videogames, it’s become essential to reach the mobile gaming audience with breakthrough marketing tactics; engaging with new players and reconnecting with existing users.
The respected Chinese Developer, is working with London based award-winning agency The Specialist Works using its recently launched “TV for Apps” service to track and optimise the efficacy of its TV campaigns so that it can get real ROI, drive down CPI and also measure in-app activity (re-engagement, in-app purchases etc.) driven by its pioneering confidence in its offline media investment.
With “TV for Apps” the publishers of Clash of Kings can see how players respond to their TV ads: They can see where within the campaign a player actually downloads the game or where they re-engage or start in-app purchases. With “TV for Apps” all these activities can be tracked, measured and optimised. A real world’s first.
This marketing push is one of the most ambitious campaigns for a mobile game to date. The campaign is multi channel (offline, online, experiential) but the critical element is “TV for Apps” which brings the tracking and optimising of broadcast campaigns into the 21st century and more closely aligning it through big data modelling algorithms with digital campaigns. “TV for Apps” is moving broadcast from a brand awareness channel to becoming a brand response channel.
The Live action 60 second campaign launch TV and Cinema creative has been created by Wordley Advertising, a brand response specialist Advertising and Production company that focus on Ecommerce. Driving players to the App was a key objective as was integrating The Specialist Works “Apps for TV” product.
The campaign incorporates:
Martin Woolley, UK Managing Director, The Specialist Works: “TV for Apps” was created to bring apps the same measurement of ROI from broadcast campaigns that digital marketers have been experiencing from their campaigns for years. TV is massively effective but has been seen as a brand awareness channel rather than a brand response tool. Now, with the advances of technology and the unique properties of apps we can connect the two up to actually track consumer behaviour, optimise the campaigns and drive down CPI. This is a world’s first for broadcast campaigns and the next step in mobile real time strategy game marketing. It’s something that will be essential to the major players in this incredibly competitive area of gaming, that is dominated by a few big names.”
“We’ve created the tools and we’re seeing great results. Many clients from Asia and the rest of the world are looking at ways to reach the Western Market and this what we see working for our clients. We’re trailblazing for the industry and we know a lot of our peers will be watching what we do and the results we achieve.’’
Mark Wordley, Creative Director, Wordley Advertising: “We’ve seen huge spends recently on TV campaigns for mobile games with the objective of remaining in the upper echelons of mobile gaming. A third of turnover can sometimes be spent on marketing.”
“TV was considered a dead medium but we’ve seen the impact that television can have to drive people to a specific action.Everything we create for the ecommerce market needs to be measured and create instant results, that’s why it’s great to combine TV and mobile. And it works for mobile games.”
For more information visit Clash of Kings Google Play page.
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