MMX RACING MEETS INFLUENCER USER ACQUISITION TO LAUNCH WWE PARTNERSHIP - HUTCH
Challenge:
Explore and recommend new user acquisition channels to promote Hutch’s new partnership with WWE, in which they integrate their characters into the hugely successful MMX racing game.
Solution:
Researched and identified key voices in this space (which included influencers that had already covered wrestling games by other publishers), WWE fan channels and mobile gaming enthusiasts. Facilitated the creation of sponsored content, where YouTube stars were commission to create a host of videos, showing the new update and gameplay available. Content created included straight up “lets play” and reviews along with challenges created by hosts of specific channels.
Results:
165,000 views of video content delivered with an average CPV of 0.03USD, drastically lower than the industry benchmark of 0.10USD. Staggered the release of nine videos, allowing us to track impact on downloads and purchases. Links to app stores included above the fold in the description as well as called out in the video itself.
Impact:
ROI of 180% on fees spent vs revenue from in-app purchases
“Alfred managed the full process for identifying key influencer targets, brokering the deals and ensuring the activity went live as planned. It was as seamless as possible. Exciting results to date and we are looking to shift more spend and marketing resources into the area, and continue working with the team at Alfred.”
