Deadpool actor Ryan Reynolds is working with Turkish developer Peak Games on a performance marketing campaign for its hit game Toon Blast.
While noting that celebrity collaboration is hardly new in the world of mobile marketing, Peak claims this is the “first time in advertising history” that a celebrity/brand partnership will be used specifically for performance marketing purposes.
Peak Games stated that it has the capacity to “precisely measure the amount of impact” a commercial has within 24 hours, and rapidly iterate the selected ad to the audience’s taste.
The project saw nine scripts written, with thirty unique versions of the campaign ad created. This bank of available commercials will be tailored over time to, hopefully, create a campaign that evolves to “find the right match between creative and audience".
"Ryan Reynolds is a perfect fit for Toon Blast because of his brand, celebrity and his signature humor, which was the perfect way to make Toon Blast relatable," said Peak Games director of strategy Ömer İnönü.
"We're lucky to be the first mobile gaming company to have an acclaimed professional like Reynolds act in our performance marketing campaign."
Reynolds added: “The team over at Peak Games was fun and easy to work with and I really enjoyed the experience."