Month: June 2020

Final Fantasy VII: Remake

Posted on by halliday

FINAL FANTASY VII REMAKE

AAA Video Game Launch
Summary

17 years after the OG FINAL FANTASY VII’s release, FINAL FANTASY VII REMAKE reimagined one of the most legendary video games of all time, beloved to a generation of gamers nostalgic for the original. Liquid’s challenge was to launch this game to a completely new generation of modern RPG and Action Adventure gamers—gamers who likely didn’t grow up with the FINAL FANTASY legacy.

To do this, our media campaign had to both excite the core and appeal to modern gamers. Liquid planned a strategy that went beyond gaming sites and injected FFVIIR into pop culture with sponsorships on top destinations for streaming and entertainment, while leveraging the influence of social media superstars.

The ubiquity of FINAL FANTASY VII REMAKE in every corner of a gamer’s TV, Digital, and OOH experience made the game synonymous with the most highly anticipated RPG of the year and set it up to become the fastest selling PS4 exclusive on the market, surpassing industry behemoths like Spider-Man and God of War.

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NBA 2K

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NBA 2K

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NBA2K19

AAA Video Game Launch
Summary

To reinforce NBA2K’s category leadership in sports gaming and solidify its place in pop culture, we developed branded content with top tier digital publishers in music, lifestyle, and sports—because beyond just being a leader in sports gaming, NBA2K is also a platform that celebrates user creativity and love for mastering your craft, whatever that may be.

Continuing NBA2K19’s brand story post-launch and broadening its appeal during the crowded holiday season, we leveraged real-time statistics to show off our game’s scale and ubiquity in culture. Our campaign took over large parts of Los Angeles, New York, Chicago and San Francisco with high impact out-of-home units that tailored creative to the context in which it lived.

On launch day, NBA2K19 sparked the most single day mentions across Twitter for any game franchise ever (at the time of its release), and went on to become the best-selling sports video game for the third consecutive year, generating the highest launch month sales of any sports video game ever.

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PUBG

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PUBG

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PlayerUnknown’s Battlegrounds PS4 Launch

Awareness & Purchase
Summary

Two years after its initial PC release, PUBG was set to launch on PS4—but multiple challengers had emerged by then, overtaking PUBG in the Battle Royale space with their own F2P offerings. With limited information about gameplay motivators and cost as a barrier to entry, we were challenged to build awareness and sales of PUBG during an extremely competitive holiday season.

That meant looking at the Battle Royale and First Person Shooter landscape to identify granular audiences that were most likely to purchase, as well as using a Millward Brown Study to better understand the key motivators driving purchase decisions for audiences in the Battle Royale genre.

We worked closely with gaming publishers to expand their targeting capabilities, unlocking unique audience segments that aren’t typically offered in a standard proposal. Each partner was then planned, activated, and measured at a strict exposure PDR that measured purchase intent and performance at each projected level from the strategic planning phase.

This resulted in a 700%+ ROAS amongst all trackable media and—despite content releases from Call of Duty and Fortnite at the same time—was the best-selling digital game on PS4 in December. We were also able to build a repository of competitive audience motivators and insights to better inform the creative and media strategy process for future campaigns.

#1

PS4 Top Downloads for December in North America

10%

Lift in Brand Awareness

7%

Lift in Purchase Intent

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Vivino

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Vivino

Posted on by halliday

Vivino Mobile Wine Scanner

User Acquisition & Retention
Summary

Vivino was already established within the food & beverage vertical as a top app, thanks to its ‘party trick’ of scanning wine labels to learn more, so Liquid was tapped to bring in more high-value users. That meant finding people who could be persuaded to stick around and buy wine within the app—not just scan it.

Analytics & Media as One

We pioneered a mobile user acquisition plan geared toward the highest value users possible. Our analytics & media teams worked hand-in-hand to optimize and isolate the target audiences, mobile app networks and creative variations that drove the best LTV.

This effective user acquisition strategy resulted in long-term positive ROI and allowed us to evolve our approach to include user re-engagement efforts.

After proving ourselves with UA, we dug deeper into Vivino’s data for a re-engagement campaign that pushed users further down the funnel based on different use cases. By applying a rigorous tagging, testing and segmentation methodology to the client’s rich data set, we scaled ROI positive media across desktop and mobile.

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Final Fantasy VII: Remake

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