For TEKKEN 7, Bandai Namco Entertainment challenged us to break out of the core gaming audience and to communicate the fun of playing against your friends rather than gaming competitively. YouTubers Supergaande and Prankster were vital elements in our social driven online marketing mix.
Supergaande hosted the ‘Low Kick Challenge’: the famous YouTubers played a 2vs2 TEKKEN 7 tournament for extremely high stakes: the losing players would both have to endure a Low Kick from the two winners. This resulted in a hilarious video with hundreds of thousands of views. Prankster decided to go full-on cosplay! They dressed up as iconic TEKKEN characters and faced a hilarious obstacle course filled with plastic enemies and stuff to kick.
Results: Cool and lengthy content (10+ minutes each) with hundreds of thousands of views as well as many stories on their popular Instagram channels. The engagement rate of viewers was high as well, with over ten thousand likes on the videos.