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- Case Background
In 2009, Seventh Avenue launched China’s earliest casual shooting competitive web game, “Dungeon & Fighter.” With its easy-to-learn gameplay and exceptional game quality, “Dungeon & Fighter” established a strong player base, dominating the market for over a decade. Notably, from its inception, the game had a global focus, launching in Vietnam alongside its debut in China and subsequently expanding into markets like Brazil, Australia, and Canada, achieving considerable success through localized operational strategies.
In September 2023, Seventh Avenue continued its deep dive into the Brazilian market with the release of “DDTank Origin” (hereinafter referred to as “Dungeon & Fighter” mobile game). Enhancing local player interest and increasing the target audience’s attention towards the mobile game were key focuses for Seventh Avenue, and they ultimately found the breakthrough on the TikTok platform.
- Solution
While “Dungeon & Fighter” had already entered the Brazilian market in its web version, the promotional methods and channels for mobile games differ over time. Therefore, during the major launch phase, TikTok for Business, considering the diverse and active user base on the platform, provided Seventh Avenue with a more adapted solution based on the actual situation of “Dungeon & Fighter” mobile game.
As widely known, Brazilian people are passionate and enjoy music and dance, which drives their high interest and enthusiasm for music and dance-related short video content. Upon learning about the collaboration between “Dungeon & Fighter” mobile game and the popular Brazilian national-level cartoon IP “Galinha Pintadinha Chicken,” TikTok for Business suggested leveraging TikTok’s immersive audio advantage. They used the IP’s iconic theme song and game imagery in combination: using “Upa Cavalinho” as the background music for the #DDTankersFireUp challenge, and designing interactive stickers featuring the logo of “Dungeon & Fighter” and Galinha Pintadinha Chicken in hat-shaped styles. This audio-visual fusion deepened the association between the mobile game and Galinha Pintadinha Chicken in the minds of Brazilian users. Later data showed that 93% of users participating in the challenge used the suggested background music, further validating local preferences for Galinha Pintadinha Chicken and its compatibility with the game.
- Promotion Results
