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DRAGON BALL FIGHTERZ

DRAGON BALL FIGHTERZ

Bandai Namco

Concept, trailer, execution

The aim of our recent launch trailer for Dragon Ball FighterZ was to create buzz surrounding the game with an epic campaign. Bring it on!

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We created pre-rolls focussing on the action and story elements of the game – which were shared over Bandai Namco’s social media channels to create hype prior to launch.

Our Launch Trailer was then used to introduce new characters, show off favourites, and demonstrate some awesome gameplay.

Our campaign went on to help DBFZ become the most successful digital console launch for a fighting game of all time – Destructive Finish!

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RED BULL ESPORTS ACTIVATIONS

RED BULL ESPORTS ACTIVATIONS

Red Bull

Global Advertising Campaign

Maverick partnered with Red Bull to promote the brand (and sell cans) within the world of video gaming and esports across a variety of projects, setting an example for brands looking to engage within the space.

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Case Study: Mobile Esports Open

The Mobile Esports Open by ESL (MEO), a Red Bull mobile games tournament designed to engage both competitive and casual, mobile gamers with online and offline events culminating in the crowning a world champion. Maverick’s consulted around the communication strategy to create consumer awareness of MEO, link with the Red Bull brand and drive can purchases. Our “Open to All, Won by One” campaign proposition was brought to life with an Announce Trailer execution to promote the competition internationally to a broad and inclusive audience. As a piece of activity, the mobile tournament gave Red Bull a platform to partner with other gaming brands (Clash Royale, Arena of Valour and ESL) and extend awareness amongst consumers mobile while at the same time aligning with brand perception within esports generally.

Case Study: Level Up

With many different pieces of brand activity, sponsorship and initiatives, Maverick created a communication campaign for Red Bull to bring together and celebrate the range of gamers, athletes and communities the brand is involved with across the globe within gaming and esports. Under the banner of “Level Up”, Maverick produced a multi-execution video content campaign to present the brand’s participation in gaming and positioning Red Bull as an energy drink brand in an authentic way.

Case Study: Part of the Game

Part of the Game is a docu-series created by Red Bull, exploring the world of esports. Our brief was to leverage the authenticity of the documentary series and Red Bull’s association with it, bringing it to the attention of gamers, non-gamers and esports fans. Following our strategic consultancy, we developed an authentic, engaging and interactive social campaign with video executions to encourage gamers to interact and engage with the content

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RAINBOW SIX SIEGE

RAINBOW SIX SIEGE

Ubisoft

Strategy, Concept, Execution
Social Campaign that takes three YouTube Stars – Ali-A, Vikkstar123, and AshleyMariee on the ultimate challenge with SAS hero Chris Ryan for Ubisoft’s Rainbow Six Siege.
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There’s an increasing buzz around Influencer Campaigns we’ve experienced over the past 9 months, both within the games industry and beyond.  It seems there’s now an imperative for brands to have a strategy for this new area – not least because it’s delivered some great results.

So what are Influencer Campaigns and why are they important? Well, in essence, Influencer Campaigns are the practise of partnering with Influencer Talent to leverage their popularity and network or audiences through the creation of content, activity, event or experience etc. that communicates the brand or product message of the advertiser. It’s significant because Influencer Campaigns offer a new opportunity to reach a highly specialist audience – often including a substantial proportion of those all-important and evasive “millennials” – who advertiser fine increasingly hard to reach on TV and traditional advertising.

Maverick have recently completed Influencer Campaigns for two of Ubisoft’s recent game releases: Tom Clancy’s The Division and Rainbow Six: Siege; two separate but similar projects where we thought to share some best practise in what is a fast moving and evolving area of the media space. So here goes:

THE TALENT

The Influencer Talent is the foundation around which the Influence Campaign Content is built. Quite simply, the Talent brings with them the audience and a credible voice to reach them – making the Talent choice and designing their form of engagement is perhaps the most important factor in the Influencer Campaign. In the case of video gaming campaigns, there are scores of highly successful and established YouTubers to choose from – each with their own unique online persona, each with a reputation for playing certain games, and with the likes of Ali-AVikkstar123Slogoman and MasterOV commanding millions of subscribers.  This represents a huge opportunity with the potential access a channel that can deliver 500K views in a matter of hours.

But it’s not quite as simple as merely identifying the Talent – YouTubers are very aware of their Superstar Status and the value of their audience.  Influencer Talent can be sceptical about advertising and brands and the potential connotations to their fans (noting their principal income comes from YouTube/Google based on the audience they deliver, not the advertiser direct). So the offer to the Talent has to be the right one, and one designed to augment their profile – perhaps an offer that helps them make interesting and original content that helps them grow their audience too.

So the creative concept behind the campaign would then be the second most important element of the Influencer Campaign, and it’s the role of the creative agency to achieve this – gaining the interest and engagement of the Talent with a great idea, and one that aligns the personal brand of the talent with the advertisers brand message (about the game).  And thirdly this idea has to result in the creation of sharable content that is exciting and unique and can be embraced and shared by the audience. How do we do this – well, (forgive the trumpet blow) that’s the bit where twenty years of experience of everything from “old skool” virals to creating award winning games trailers comes in:

 

THE CONTENT

There’s one set of challenges if the brief is to communicate about a product like Volvic, and another for a video game release – while in many ways, a game brief is a creative gift (given that the very nature of a game concept is to be amusing, entertaining, and involving some element of interactivity), the gaming audience is a tough one to please with a nose for being sold to. Thus, it’s essential that the Content delivers a worthwhile viewing experience, one that skilfully integrates the specific game product messages in a way that is authentic to the game (it’s not acceptable just to video Influencers on a PR jolly day out, or to create an extended “let’s play”). This Content sits in a new unique hybrid space between traditional TV content and advertising, and has to be on a par with the best of both worlds – delivering information and excitement with style, quality of execution, spectacle and production value that will get it noticed. Get the Content right and you have something the Talent is proud to share, often going beyond the scope of an agreement to get behind the campaign and resulting in increasing exposure in the form of additional TweetsInstagram posts and other video postings – all inspired and aligned to the theme of the Content.

 

THE CAMPAIGN RESULTS

So while the content is the output, the results of the campaign are determined by its successful deployment and roll out. It’s not simply about the views on YouTube (that said, these two example campaigns for Ubisoft each clocked over a Million views within 36 hours – delivering a  huge brand exposure to the exact target demographic.) An advertiser often has a remit to execute activity across multiple territories to achieve alignment of messaging as well as to help create cost savings and it’s best practise for an Influencer Campaign to be created so it can be reinterpreted and repeated for other territories. In the case of Rainbow Six: Siege, the idea of training Influencers for an SAS style assault on a 747 was reworked to provide the same experience for games journalists who could enjoy a simliar experience to the Influencers.  Moreover, the high concept of assaulting a 747 was sufficiently inspiring for UK TV Show The Gadget Show to create an entire piece around Rainbow Six: Siege – adding millions to the audience.  Similarly the concept of working with real Preppers allowed lad culture website UniLad the opportunity to create their own video content around learning the skills to survive in a The Division style environment.

The central concept is reinterpreted by UniLad who create their companion content based on the themes of the Influencer Campaign

“Another great project. I’m really happy with this one, and the project was very smooth and fun to work on.”

Ben Talbot, Senior Digital Manager

Ubisoft

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TEKKEN 7

TEKKEN 7

Bandai Namco

Social Media Strategy & Launch Trailer

Tekken is one of the most iconic fighting game series, so when Maverick were briefed to work on the campaign for Tekken 7’s much anticipated release, we were just fighting to get started!

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The challenge face was to take Tekken and open it up to a new wider and broader gaming audience making it more accessible to those who hadn’t played the game previously, but also whilst maintaining the appeal and respect of the hardcore Tekken fans.

Maverick’s creative came up with the idea to position the fighting game as a casual and social game which can be shared amongst friends. The execution consisted of a story trailer summarising the complex 20 years backstory of Tekken to a western audience, and a launch trailer which evolved around a #TEKKENPARTY being enjoyed both at the party venue and live across different social media channels.  The disruptive and unique live action trailer stimulated interest prior to launch with a 30 second teaser creating hype around #TEKKENPARTY, and including cameos from influencers such as NormanGenius and ComedyShortsGamer. Oh and of course… it’s packed full of Tekken Easter Eggs!

Buzz was created before and on launch day across major social media channels which resulted in helping take Tekken 7 to reach No.1.

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SPARC

SPARC

CCP Games

Trailers & Key Art

We partnered with CCP and the Atlanta studio delivering the campaign on their new VR game Sparc which was first announced at GDC in 2017.

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It’s been a really interesting campaign to work on; CCP have a great reputation for VR games already and Sparc represents something entirely different and new in the form of “VSport”;  a  full body VR experience where players use their motion controllers to throw/serve projectiles at one another, while deflecting and blocking incoming ones.

Working closely with the CCP team and the Atlanta Studio Maverick helped to shape the positioning and how to present the game in the advertising.  Our idea was to draw on the similarity of the new VR game to that of real life sports and positioning Sparc as a legitimate sport in it’s own right.  Once we got to play the game it was great to experience that this proposition was genuinely delivered – the game was such immense fun to play, simple to pick up, hard to master and we had the whole Maverick team totally immersed in a great new VR experience.

The campaign starts with a Live Action & Game Captured Announce Trailer, and a Key Art concept that involved us casting real sports players and transposing them within the world of the game.  We shot the ad with director Karel van Bellingen and photographer Dean Northcott.

The next step of the campaign involved a Captured Gameplay trailer for E3 2017 which revealed Sparc will be first be released on PSVR. Similar to the captured sequence in the Announce Trailer, we used the debug camera to show a wide range of movement and physical commitment necessary from the player to engage in this ”VSport”.

We’re delighted with how it’s turned out and as there’s more to come in the campaign we’re looking forward to both working and playing more with Sparc!

“Maverick didn’t just make a trailer – they partnered with us to bring our game to life for customers. With Sparc, we were doing things that had never been done before. Maverick understood that right away and embraced it.”

Ryan Geddes, Senior Brand Director

CCP Games

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