Little Goody Two Shoes
Square Enix’s Big Reveal.
THE PROBLEM
Square Enix’s “Collective” publishing arm needed to generate long-term excitement about a small and unknown new IP from developer AstralShift. Square Enix called on us to generate a campaign around the game’s reveal and announcement of Square Enix’s involvement. The twist? It needed to be executed in only two weeks.
SOCIAL MEDIA — TWITTER TAKEOVER
LEMONADE’S SOLUTION: TWEETING AS THE NEW SUMMER “INTERN” LITTLE GOODY TWO SHOES
Our goal was to draw as much attention to the small independent game as possible. We worked with Square Enix Collective to develop a social media takeover on the main Square Enix Twitter account. The theme was a takeover by the character Elise from the game Little Goody Two Shoes. She would work as an “intern” for Square Enix, running the main Twitter account for a day.
With that premise worked out, began designing a day’s worth of social media content to generate excitement and encourage people to join AstralShift’s Discord community for more news and updates. This required us to:
Dig into the game’s script and character profiles to make sure we were writing each post “in character”
Build up to major announcements about the game’s release throughout the day
Reveal key art and gameplay footage throughout the day within the context of the character’s perspective.
Generate excitement around the main character’s idiosyncrasies (one reply gleefully referred to Elise as being in “goblin mode”).
MEASUREMENT:
30,000+ Likes, replies & retweets
The day’s campaign generated:
- Over 31,000 interactions
- 17% growth in AstralShift’s Discord after one day
- Positive games media attention using tweets from the campaign to show art and gameplay
- Highly positive individual reactions, including several specifically stating purchase intent
Driving brand growth.
