In early 2023, when Rush Royale embarked on the search for a dynamic brand ambassador, their primary objective was to make waves in the US gaming market and connect with the Gen Z demographic. Our focus was on finding an individual with an exhilarating personality and a larger-than-life presence in pop culture.
The Selection Process:
Understanding the power that creators can bring to a mobile game, we looked for several candidates who could target the demographic of Rush Royale’s fan base as well as excite already existing players in the game. Ultimately we landed on Jake Paul as the ideal match. With his magnetic personality, existing US fan base, and significant influence on Gen Z, Jake aligned seamlessly with Rush Royale's brand.
Creative Process:
The collaboration unfolded into the creation of five digital commercials, along with social media releases on Jake's YouTube, TikTok, Instagram, and Twitter accounts. All content was crafted to resonate with the gaming community, showcasing Jake's dynamic presence whilst drawing a parallel between the game and boxing. The commercials and messaging emphasized the significance of strategic thinking, illustrating how it plays a crucial role, whether you're dodging punches in the ring or strategically placing towers to fend off relentless waves of enemies.
Distribution Strategy:
The primary objective was to use the five commercials across various social media channels while leveraging Jake's influential social accounts to unveil his in-game character, creating a buzz and maximizing engagement.
Deep Integration with the Product:
Jake Paul didn't merely serve as a face for Rush Royale; he became an integral part of the gaming experience by being transformed into a playable in-game character. This strategic decision ensured a deeper collaboration, fostering a genuine connection between Jake Paul and the game, and gave additional leverage to bring Jake’s fans inside of Rush Royale.
By aligning our strategy with a deep collaboration, transforming Jake Paul into a playable character, and focusing on both entertainment and product value, Rush Royale successfully made a significant mark in the US gaming market while also leaving an impact across diverse global regions, including a big spike in LATAM.
4.1 million
Views on Jake’s Accounts
20% growth in
Daily Active Users in Rush Royale
6 million
Monthly Active Users in Rush Royale
1.5 million
people unlocked the Jake Paul Hero inside Rush Royale
The partnership was also picked up by several media outlets:
Venture Beat
Tubefilter
Pocket Gamer
IMDB
