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Puzzle & Dragons

First pocket AR Game

date

December 1, 2016

Title

Puzzle & Dragons

SUMMARY

Puzzle & Dragons: Winning the app game with targeted creative Setting Revenue on Fire.

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project

Puzzle & Dragons

CATEGORY

Advertising

CLIENT

GungHo America

YEAR

2016

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What We Did
We made a commercial that took the Puzzle and Dragons mobile game from virtual obscurity to #12 on the gaming charts, making it the 18th highest grossing app across the entire app store— all in the first week. While the spot was broadcast on cable TV, a few hundred thousand gamers also watched it on the Internet.
How We Did It
We got to know our quirky mobile-gaming audience. We came to see that, for them, there’s no such thing as downtime, only game time. So we set our commercial during a classic downtime moment—a subway commute. And we enlisted the help of Arrow-star Colton Haynes to play the part of our gamer.
That’s when things got weird. We illustrated gameplay with the somewhat twisted use of subway riders as combatants, throwing pizza slices, a purse-wielding old lady and a heavily tattooed biker at a troublesome dragon. In the end, the dragon went down, and Puzzle and Dragon’s U.S. revenues went way up.
Strategy
Show someone turning their down time into a ridiculously over-the-top good time that happens to involve attacking a troublesome dragon.
Creative
Imagine a subway car being terrorized by a dragon, a hip, young TV hero creates game combos to throw fellow riders at the problem until the dragon is toast.
Results
Puzzle & Dragons charged up the mobile game charts, from virtual obscurity to a Top 10 game within days of launching the TV spot.
 
Kenwood also devised a social-media plan in which viewers can receive in-game rewards by finding various “Easter eggs” hidden in the spot. It’s never a bad thing when you have people scouring your content, frame by frame, in search of hidden visuals.
Puzzles and DragonsPuzzle & Dragons appeals to mobile gamers who want to, well, solve puzzles and slay dragons. It’s all about lining up like colors to create combination attacks. It’s about killing time by killing monsters. 
What We Did
We made a commercial that took the Puzzle and Dragons mobile game from virtual obscurity to #12 on the gaming charts, making it the 18th highest grossing app across the entire app store— all in the first week. While the spot was broadcast on cable TV, a few hundred thousand gamers also watched it on the Internet.
How We Did It
We got to know our quirky mobile-gaming audience. We came to see that, for them, there’s no such thing as downtime, only game time. So we set our commercial during a classic downtime moment—a subway commute. And we enlisted the help of Arrow-star Colton Haynes to play the part of our gamer.
That’s when things got weird. We illustrated gameplay with the somewhat twisted use of subway riders as combatants, throwing pizza slices, a purse-wielding old lady and a heavily tattooed biker at a troublesome dragon. In the end, the dragon went down, and Puzzle and Dragon’s U.S. revenues went way up.
Strategy
Show someone turning their down time into a ridiculously over-the-top good time that happens to involve attacking a troublesome dragon.
Creative
Imagine a subway car being terrorized by a dragon, a hip, young TV hero creates game combos to throw fellow riders at the problem until the dragon is toast.
Results
Puzzle & Dragons charged up the mobile game charts, from virtual obscurity to a Top 10 game within days of launching the TV spot.
 
Kenwood also devised a social-media plan in which viewers can receive in-game rewards by finding various “Easter eggs” hidden in the spot. It’s never a bad thing when you have people scouring your content, frame by frame, in search of hidden visuals.
Puzzles and DragonsPuzzle & Dragons appeals to mobile gamers who want to, well, solve puzzles and slay dragons. It’s all about lining up like colors to create combination attacks. It’s about killing time by killing monsters. 

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date

December 1, 2016

Title

Puzzle & Dragons

SUMMARY

Puzzle & Dragons: Winning the app game with targeted creative Setting Revenue on Fire.

by

SHARE

project

Puzzle & Dragons

CATEGORY

Advertising

CLIENT

GungHo America

YEAR

2016

NEXT

previous