IGG, creators of the real-time strategy game Lords Mobile partnered with Boostinsider and its over 100,000 social media influencers to take over Times Square in New York City. The gaming company launched the Nasdaq campaign which runs from December 29 to January 4 and aims to kickstarts a big influencer marketing campaign with IGG and Boostinsider to promote the Lords Mobile game
The game was named “Most Competitive Games of 2016” by Google and is utilizing Boostinsider’s famous influencers which include those with as many as 10 million followers to creatively sharing the game with their audience throughout January 2017.
DIVERGE talked to Heidi Yu, CEO and Co-Founder of Boostinsider, to get her thoughts on the campaign and its significance.
Where did you get the idea for “taking over times square?”
Time square is the place where has the most eyeballs and it is the most creative place. We want have our most creative game Lords Mobile and our most creative community social media influencers to be together to wish everyone Happy New Year.
Why is it significant?
At the time of new year starts, at this place, Time Square and Nasdaq – where a place that bring the best companies to IPO, we gave our best wishes to both Boostinsider and IGG.
What do you hope to achieve from it?
We are mingling old way of advertising: the board the screen and the new way of advertising: social media influencer marketing together to push a best product out.
How is influencer marketing key in your campaign?
We start with those everyday influencers, like the ones showing on the NASDAQ board, cause we believe everyone can has their influence to promote our game/brand. Start with them will make campaign look organic and real. And then we push it out with tons of big influencers in gaming industry who has millions of followers the whole month of Jan as following up. That way to create the buzz on social media, where everyone else thinks they will be miss out if they don’t check on the game
What kind of feedback have you received?
A lot of our fans went to Time Square to take selfies with the board. They are crazy for Lords Mobile, the game, and everyone want to be part of the community.