AR Street fight.
Digital AR Campaign
Context
Summoners War is a mobile RPG game launched in 2014, and has been a long-running fan-favorite of more than 100 million summoners worldwide. However, despite its longevity and fanbase, SW’s brand awareness was weaker than desired.
Com2us has planned a large-scale collaboration with another IP for the first time, and they carefully chose Capcom’s Street Fighter, a symbolic, one of the all-time favorite games in the history of digital games.
And Com2Us wanted to promote their collaboration.
Insight & Strategy
People InsightS "good for Gamers" In gaming, IP collaboration is a common way to boost Brand-awareness. Street Fighter is a powerful IP loved by gamers all around the world, and the iconic Street Fighter characters still strike a sense of nostalgia even after 20 years.
The transfusion of the real-time, palm-sweating action of Street Fighter into a whole different genre of a turn-based ARENA of the Summoners War Universe is no doubt, an exciting event for the fans of both IPs. The two Universes met, and with style.
PLATFORM Insight A seamless connection between the two Universes necessary, and we believed that AR would be a perfect bridge; so we decided to gift our gamers with a gamified AR Experience
- Gamified high-quality AR filters within a 4mb limit.
- Displayed Street Fighters characters in the Summoners War Universe.
Creative Idea
We created two AR filters for gamers to experience a Summoners War battle with characters from Street Fighter.
First AR - With 5 Street Fighter characters, players use characters’ skills to defeat symbolic monsters from Summoners War. Upon victory, players find special coupon code embedded in the filter, available to redeem in game.
Second AR - Geared towards encouraging player engagement, this filter allows players to become the Summoners War monster and combat against the Street Fighter characters. Gamers could share their screen videos and screen shots on their IG account. Gamers who uploaded the most powerful videos were rewarded with real-life character figures.
SF Characters AR Show room.
Gamified AR experience that allows gamers to see
5 SF characters and demonstrate their skills.
The key point is to allow gamers to see their favorite characters from various angles and perspectives.
Upon victory, players find special coupon code embedded in the filter, available to redeem in game.
#BEAT the dragon challenge.
After the SF characters were released, this filter allows players to become the Summoners War monster and combat against the Street Fighter characters. Gamers could share their screen videos and screen shots on their IG account.
Gamers who uploaded the most powerful videos were rewarded with real-life character figures.
Results
3.1x Cost efficiency per brand awareness lift
2.1x Conversion efficiency to App Installs
1.4x Conversion efficiency to App Purchases
1M Impressions
60K Shares
Key learning
In general, most games have 3D assets, so it is relatively effortless to prepare for the production of AR filters than other verticals.
The more powerful IP the game has, the more effective it is to drive Brand Awareness campaigns and organize challenges to encourage user participation.
We could add color to the ad-viewing experience by helping gamers not only see their favorite characters from various angles, but also experience them in different situations outside the game.