Born digital.

Dune Spice

Client

Funcom / Shiro Games


Assignment

Release Date Reveal Campaign

Early Access Launch Campaign

Social Media Marketing

Programmatic Marketing

YouTube Marketing


Platform

PC/Steam

Role

Lead Media Agency


Service

Media Planning

Advertising Strategy

Omni-channel Campaign Management

Steam Performance Data Evaluation

Generation of Insights and Learnings


Challenge

For the Early Access launch of the long-awaited first game set in the Dune universe in almost 20 years, Funcom sought a passionate performance marketing partner knowledgeable in Steam tracking and able to optimize campaigns based on the sparse UTM data available. Generating valuable insights for the road towards the full game release in 2023 was crucial. The spice must flow!

Some facts

 

Approach

Through Mothership’s intricate media forecasting approach we designed a traffic mix focused on generating large scale social media awareness campaigns targeting Grand Strategy, RTS and 4X gamers on mobile and desktop devices.

Synergetic large-scale programmatic placements targeted purely at Steam desktop users were conducted to drive a high traffic volume towards the Steam store page. YouTube Discovery campaigns helped generate awareness for the release announcement and Early Access release trailers on YouTube.

Flight

6th April - 10th May 2022

Markets

EN / DE / FR / PL / ES / PT

Channels

Facebook, Instagram, reddit, Twitter, Google DV360, YouTube Discovery

128 M

Impressions

1,24 M

Clicks

465 K

Trailer Views

$ 0,02

CPV

"Number #1 bestseller on Steam
for 3 days following
Early Access release."

FIND ALL
CASES HERE

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