Taking on an advertising campaign is like storming a beach with no clue what you will find once you land. Boom Beach, a mobile game, literally stormed the world with its large and successful advertising campaign. From showing in-game play to humorous stories and scenarios, Boom Beach and its creator Supercell, has really shown the mobile gaming world that they know how to conquer the island of mobile advertising.
Boom Beach is a mobile game distributed through the App Store and the Google Play Store. Boom Beach is a free app which was released on November 11th, 2013 and was created by the company Supercell. Boom Beach is a strategy game where users invade other user’s islands and computer generated islands. Players use their island set in a tropical archipelago to defend their treasures and attack others to gain more. The main objective is to control islands that the Blackguard has taken over and defend from their attacks. Users grown their island and get better by upgrading their troops and defenses. The game uses different currencies in the game to allow upgrades but uses diamonds as a special currency that users can purchase through the game or gain for free in other ways.
(Boom Beach launch ad)
Boom Beach released their launch advertisement on March 28th of 2014. It showed game play the entire advertisement but it included people singing humorously to the background music. That ad now has over 1 million views on YouTube. Since then, Boom Beach has put out 16 official TV commercials and only 3 of those have under 1 million views on YouTube. Clearly Boom Beach and Supercell know what they are doing.
When it comes to the content of the commercials, most of them use humorous dialog that is simple and appeals to a lot of people. They refer to the user as HQ or headquarters. In my opinion, it makes the user feel very in control and gives them a sense of intelligence. They are the ones making the shot and they have to use their skills and strategy to win the island. Their tag line is ‘Come with a plan, or leave in defeat’ which really puts the pressure on the user to have a good strategy before attacking an island. In this commercial, they make fun of the user in a sense but also show the control they have.
Boom Beach’s campaign seems to have proven very successful. According to this YouTube blog post, Boom Beach’s most viewed ad on YouTube ranked at number 4 in 2015.
(Boom Beach’s most viewed and successful ad)
And according to MarketingLand.com, two of Boom Beach’s advertisements were number 8 and number 7 on their top advertisements of May in 2015. Boom Beach has been installed between 50,000,000 and 100,000,000 times from Google Play. Google Play and the App Store also have Boom Beach at a 4.5 rating out of 5. The App Store from Apple does not show numbers on how many times it has been installed.
It is pretty obvious that through their campaign they have peaked the interest of many consumers on the mobile platform. People want to see their ads even though they are silly cartoons and people want to play the game. I know from my experience that I feel a sense of accomplishment when taking over an island. I want to build my base and feel like I can make decisions in a simple game. Boom Beach has done an amazing job with attracting people and keeping them there as well.
If you have the chance to download Boom Beach and play it for a while, do it. Millions of people clearly enjoy it and I think you would too. They keep bringing people to their app every day and I think their advertisement campaign has done a lot to help it. Boom Beach definitely came with a plan and I don’t think they are leaving in defeat.
Do you think Boom Beach has had a successful campaign so far? Would you want to play Boom Beach? Do you play Boom Beach and if so what do you like or dislike the most?