FROM MMO-RPG TO MMO-OMG

FROM MMO-RPG TO MMO-OMG

Marketing Campaign

MAPLESTORY 2 WAS COMING WEST. FIRST, IT HAD TO COME OUT OF ITS SHELL.

As the agency of record, our goal wasn't just to deliver a campaign befitting of MapleStory 2's long-anticipated launch. It was to bring the same level of absurdity, creativity, and downright adorableness to ad spots and social creative as what awaited fans in Maple World itself.
 
Just as no two characters in-game are the same, our approach was just as diverse and, well, downright weird. But within that silly creativity lay a foundation of hyper-targeting and creative iteration that served multiple audience subsets -- and ultimately led to a record-breaking launch for MapleStory 2.

After launching overseas years earlier, MapleStory 2’s western launch was highly anticipated. While having an existing fan base was a great foundation, it also created some challenges:

  • 1) Creating content that would keep current fans engaged and excited.
  • 2) Growing social media channels with new and current fans
  • 3) Reaching new audiences that are fans of MMORPG and Sandbox games.

Recognizing that MapleStory 2 allows for boundless in-game customization, the campaign followed suit, leveraging customized digital banners and pre-roll videos hyper-targeted to different fanbase subsets — with a healthy dose of  social stunts and timely meme posts uniting and engaging the mass.

MapleStory 2 Marketing and Media Campaign
Client
Nexon
Project
MapleStory 2 Marketing and Media Campaign
What We Did
  • Agency of Record Responsibilities, including:
  • Campaign Insights + Strategy
  • Launch Trailer
  • Live Shoot
  • In-Game Capture
  • Paid Video Ads
  • Paid Digital Ads
  • Social Media Strategy + Ideation
  • Social Media Production
  • Facebook Instant Experience
  • Facebook Carousels
  • Pre-Roll Ads
  • Copywriting
  • Social Stunts + Events

A LAUNCH WITH ALL THE DUCKS, MONSTERS AND NUMBERS TO BACK IT UP

MapleStory 2 shattered its own expectations with over 1MM players at launch, establishing the adorable MMORPG as the top-performing title for Nexon that year.

Results
  • #1 MMO on Steam
  • 12.5 MILLION Organic Trailer Views
  • 1+ MILLION New Players At Launch
  • TOP 10 Most Played Games on Steam
  • TOP OVERALL Free-to-Play Game on Steam
  • #6 Most Popular Game Streamed on Twitch
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