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We’ve also found influencers get excited when they are integrated into the game.įor example, as part of the 'Don’t Download Best Fiends' campaign, we released an in-game update which featured the World’s Biggest Mobile Treasure Hunt in Best Fiends, where Kate Walsh, Joey Graceffa, Rosanna Pansino and 12 more of the biggest YouTube stars such as Rachel Levin, Fine Brothers and VanossGaming each hid personal themed symbols in the game for players to find.
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Influencer campaigns also work best when you allow them to have creative freedom. Influencers we have worked with are fans of Best Fiends and they resonate well with our audience.
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When working with influencers, it's important to ensure that they are a natural fit for your brand. Kate Walsh resonates well with our audience and is well known for her role on Grey’s Anatomy where she played a doctor, so she was a great fit for the role in 'Don’t Download Best Fiends'.Īny advice for other games companies looking to work with celebrity actors/personalities? Rosanna Pansino and Joey Graceffa were already fans of Best Fiends so it was a natural fit. We wanted to reach different demographics so we combined traditional celebrity with YouTube talent. We wanted to reach different demographics as Best Fiends is for all ages - so we combined a traditional celebrity with leading YouTube talent. When it comes to casting famous faces, how important is it to strike the right balance? Did you always have Kate Walsh, Rosanna Pansino and Joey Graceffa in mind for the lead roles? All in all, it was a long and important process that a small company like us needed to get right every step of the way. Next, it was finding a cast and negotiating with the stars of the video. Once we had a script in hand, the next step was finding a production company to partner with (Radical Media) and a company that could edit and finish (PS260).
![best fiends forever youtuber ad best fiends forever youtuber ad](https://i.ytimg.com/vi/qHblGUsc6RM/maxresdefault.jpg)
It started with finding the right writing partners (Jay Berry and Marc d’Avignon) and crafting a script we loved. When did production begin and how long was the process? 'Don’t Download Best Fiends' combines the best of Hollywood talent, Kate Walsh from Grey’s Anatomy, with the best of YouTube talent, Rosanna Pansino and Joey Graceffa, to create a hilarious campaign poking fun at our fans’ obsession with playing Best Fiends. We receive countless letters, messages and posts from our fans about how much they are obsessed with playing the Best Fiends mobile game.Ī lot of fans were posting in the Best Fiends community warning others to not download the game because it’s fun and quite addictive. Philip Hickey: We created the 'Don’t Download Best Fiends' video as a love letter to our fans. : Tell us about the origins of the 'Don't Download Best Fiends' advert. It was later named a winner at the YouTube Ads of the Year.Īs such, to discuss the making of the advert and Seriously's UA strategy more generally, reached out to the firm's SVP Brand & Marketing Philip Hickey. In 2016, Seriously ran a campaign called 'Don't Download Best Fiends', led by a video advertisement starring acress Kate Walsh. It's a strategy that has worked well too, paying dividends in terms of both downloads and revenues for its titles Best Fiends and Best Fiends Forever. From working with PewDiePie to partnering with a football club, Finnish studio Seriously has become known for its creative marketing efforts.