The AAA shooter Apex Legends was making the move to phones with a brand new game built to take advantage of being mobile. In a crowded environment we needed to figure out how to translate everything that our fans loved about the OG game and bring it into a social-first "play anywhere" mobile campaign.
We crafted a journey from pre-registration to launch, and beyond. Explaining the new features to fans, from the compelling characters and the iconic Apex slide, to new modes & map variations, we developed our social campaign to take advantage of the strengths of the franchise, while incorporating our mobile first perspective.
The launch was a massive success seeing ALM rocket past our projections for pre-registrations, and slide to the top of the charts for launch.
- Most downloaded iPhone game in 60 countries
- Debuted at #1 on the Apple App Store chat
- Earned $4.8 million in its first week of release
- Debuted to positive reviews (4.8 stars from 167K ratings)
