After the launch of the “Save the Planet” program in the App Store, the Best Fiends game rose by about 1000 points in the American top of free iOS applications.
Last week, Apple began promoting 27 apps as part of the “Save the Planet” campaign. She launched the latter together with the World Wildlife Fund (WWF).
The purpose of the campaign is to draw the attention of users to the problems of wildlife protection.
Especially for the campaign, application developers have prepared thematic content in them.
In the case of Best Fiends, new levels and panda characters were used as such content. The latter can be bought for IAP. All the money from the purchase of pandas, according to the terms of the campaign, goes “in favor of environmental initiatives” WWF.
It is clear that given the traffic from the feature on the main page, the companies that prepared the content do not remain offended.
But Seriously decided to enhance the effect of the action by agreeing with a number of YouTube celebrities to advertise the game (and the action) in their social channels.
Nothing new. But the total coverage of celebrities is 21 million subscribers. This is without taking into account the audience of the main star of the campaign – singer Ariana Grande, whose number of followers on Instagram reaches 68.4 million, and photos in it often receive about 1 million likes.
And if everything is clear with the feature, then how much more effective it is to negotiate with the stars than to buy traffic is still an open question. But there is something to think about, since Best Fiends currently has more than 33 million downloads.
After the start of the “Save the Planet” campaign, Best Fiends rose from downloads from 1042 place in the American top of free iOS apps to 109 position. The box office positions of the game also increased – from 247th place in the box office overall top to 112 mark.
A source: seriously.com