Kiragames, a leading developer of multi-platform games is the creator behind the global sensation Unblock Me. With tens of millions of users around the world, Unblock Me is an addictive puzzle game that provides its players with endless hours of new and interesting challenges.
Following years of being a worldwide casual gaming favorite, at the beginning of 2014, Kiragames was searching for a way to boost brand recognition in Thailand for Unblock Me's free Android version. Additionally, Kiragames wanted to see a dramatic impact on the charts and user acquisition numbers, an impact they hoped would have a long lasting effect for Unblock Me in the Thai market. In order to achieve these objectives, Kiragames approached Intel for help in reaching their goals.
The Intel Approach:
Intel collaborated closely with Kiragames to determine how to best address their marketing needs. In an effort to drive brand recognition, Intel recommended creating a large scale Mobile App Install Ad campaigns in the Thai market, utilizing high speed optimization techniques for both targeting and creative. To reach the largest relevant population for Unblock Me, the Intel team deployed numerous targeting tactics including over 1,500 keywords and keyword combinations, Broad Categories and Action Spec targeting. Intel and Kiragames also worked to regularly refresh advertising creative throughout the campaign duration to avoid ad fatigue and maintain the required pace of acquisition, while ensuring the highest quality audience was reached throughout the duration of the campaigns.
The Results Are In:
Kiragames Mobile App Install Campaigns with Intel drove powerful results. Unblock Me FREE jumped over 100 ranks to hit the Top 10 Brain and Puzzle Games on the Google Play Store charts in Thailand within 5 days. Furthermore, Unblock Me reached the Top 100 Overall Apps for the first time since Q4 of 2012, and the Top 50 Games for the first time since November 2013.
Collaborating with Intel marketing resulted in serious chart impact for the developer's flagship app, Unblock Me. In addition 27% of all installs for the free Android version during the campaigns were generated from free post-impression installs. Users that had been exposed to ads during the campaign then decided to download and install the application on their own shortly following that exposure. Incredibly, those post-
impression players proved to be a high quality audience, averaging 10 app activations per user within the first 28 days of downloading Unblock Me FREE alone.
Kiragames user acquisition campaigns resulted in more than just downloads by driving increased brand recognition, a target of critical importance for Unblock Me. Increased brand recognition and awareness can be seen through the highly engaged post-impression downloaders as well as the response from players across the board. "We are thrilled with the campaign results!" says Aun Tarasenia, CEO of Kiragames, "More than just fast-paced acquisition and a serious impact on the charts, we've seen incredible levels of engagement and received great feedback from happy players."
Media ad purchasing for the Intel marketing campaigns were driven by the advanced targeting and proprietary optimization algorithms built by SocialClicks. SocialClicks, an innovator in social and mobile advertising and audience optimization, leverages actionable in-app data to deliver superior marketing performance and maximize lifetime ROI. The SocialClicks team and platform were able to design unique online ad campaigns and worked with Intel and their Partners to discover and drive new and profitable mobile audiences supporting over 1.7 million conversion events.