2023 was deemed “the year of the fighting game,” and our Home Brew warriors fought to see Mortal Kombat 1 conquer the competition. We aimed to defy expectation, work alongside the game itself to raise mass awareness, bolster and build our social audience, grow channel reach, and reinvigorate this brand of brutality.
We started our social campaign by defying tradtional franchise expectations, introducing the MK1 in a zen-like fashion. The campaign’s north star led with the concept of yin and yang, balancing calm and chaos; evolving over time into the brutality that fans know and love. This strategy translated into a net growth of almost 1.4 Million new followers across platforms.
We launched the Mortal Kombat TikTok, yielding massive success and impressions, and orchestrating a growth of over 700,000 new followers. The Announcement trailer garnered over 6 million views on TikTok alone.
Our community management has been a flawless victory, especially with our Kombat Kast live streams. These allow us to drive fan conversation and guide sentiment, addressing comments and questions directly to the fans direct from Neatherrealm Studios.
We rolled out the character roster of favorite combatants and helped introduce and educate fans on the new Kameo fighting system. We partnered with martial artist influencers who recreated stunts and fight sequences from the game. This kept buzz at a steady peak as the game’s release drew near. Our hype building caught the eye of the whole digital landscape, including experts in the space who foresaw just how epic our success was shaping out to be.
Once launch week was upon us, we helped get the countdown started with our transitional countdown series, culminating in an explosive launch day and breaking the 1 million mark of followers on Instagram alone!
