The task at hand was promoting new features of Firestone - a companion app to the game Hearthstone (a card game by Blizzard Entertainment).
The features involved the online mode of the game called "Battlegrounds".
After researching the game by playing it and learning about its lore, I noticed that only one character appears in every match- Bartender Bob. The character's purpose is similar to shopkeepers in any other game, yet very recognizable to the "Battlegrounds" mode players as he is a cheerful, friendly guy that gives the player encouraging words like "You can still make a comeback!" and "Keep up the momentum, friend!" right before you enter a match.
And so, Bob's cousin, Robbie was created. Robbie resembles Bob by his looks,
velvety voice, and kind words.
The features involved the online mode of the game called "Battlegrounds".
After researching the game by playing it and learning about its lore, I noticed that only one character appears in every match- Bartender Bob. The character's purpose is similar to shopkeepers in any other game, yet very recognizable to the "Battlegrounds" mode players as he is a cheerful, friendly guy that gives the player encouraging words like "You can still make a comeback!" and "Keep up the momentum, friend!" right before you enter a match.
And so, Bob's cousin, Robbie was created. Robbie resembles Bob by his looks,
velvety voice, and kind words.
A frame from the storyboard I created
The choice for the puppetry art style corresponds to Hearthstone's usual art style and animation.
Landing Pages
Two landing pages- The first one is derived from a then-used Overwolf template, and the other was a more adventurous one.
Campaign Results and Reception
(130%+) in video ad CTR
(160%+) landing page downloads
Consequently, the app's revenue increased from $5k to ~$20k monthly
(130%+) in video ad CTR
(160%+) landing page downloads
Consequently, the app's revenue increased from $5k to ~$20k monthly
+ Although unlisted on YouTube, this video has become somewhat of a meme in the Hearthstone community, raking up almost 1 organic Million views, thanks to people who liked it and asked the app creator for the link to share.
one of the reactions to the ad online
