News

Deadpool actor Ryan Reynolds partners with Peak Games for Toon Blast performance marketing campaign

Deadpool actor Ryan Reynolds partners with Peak Games for Toon Blast performance marketing campaign

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.

Blast off

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."


Staff Writer

Natalie Clayton is an Edinburgh-based freelance writer, game developer and public speaker. Relatively new to the scene, she's already been recognised by GamesIndustry.biz and A MAZE for contributions to games culture. Her work has regularly appeared in PCGamesN, alongside sites like RPS, Eurogamer and Polygon.

Comments

No comments
View options
  • Order by latest to oldest
  • Order by oldest to latest
  • Show all replies
Important information

This site uses cookies to store information on your computer. By continuing to use our site, you consent to Steel Media's privacy policy.

Steel Media websites use two types of cookie: (1) those that enable the site to function and perform as required; and (2) analytical cookies which anonymously track visitors only while using the site. If you are not happy with this use of these cookies please review our Privacy Policy to learn how they can be disabled. By disabling cookies some features of the site will not work.