devtrackers.gg
Hey all, a while back I shared some insight on how the digital marketing team work. You can find it here https://www.reddit.com/r/2007scape/comments/9w5hw2/discussion_i_love_seeing_osrs_ads_as_much_as_the/e9ht3ec?utm_source=share&utm_medium=web2x.
I'll copy and paste it, but then also talk specifically about this ad. Copy/paste is italicised.
Hey guys, whilst I'm not in the Digital Marketing team, I do have the pleasure of working quite closely with them. This is just an example of 'always on' digital marketing. It's the stuff you'll see featured on Facebook, Instagram, Snapchat etc.
It's very cheap and it's very easy to replace/switch up. This allows the digital marketing team to take the approach of testing different pieces to see what resonates with new and lapsed users.
Whilst it might not fill high-level existing players with awe and motivation, it's proven in working very well to bring new/lapsed users into the fold.
I'll give a few examples:
Digital Marketing (ads etc): Earlier in the year the community got wind of an ad which was extremely low effort (a screenshot of a character in full Iron near goblins in Lumbridge), and this ran alongside some higher value Theatre of Blood videowork. The low effort Iron/goblin outpeformed the other one considerably.
Social/Video Marketing (social media/YouTube etc): A few weeks ago I put together a very quick video on my iPhone using iMovie and recorded mobile footage of my character dying in different locations. I think I was in the pub and it took 5 mintues max. Again, it outperformed other videos with a higher budget.
Don't get me wrong, we're not resting on our laurels and favouring cheap approaches, it's just a tiny part of our marketing approach. The close work with Apple and Google to be featured so prominently on launch is testament to that, coupled with the recent video partnerships with HackSmith and CallMeKevin which our community enjoyed.
About this ad specifically. It began life as an experiment with porting in-game assets to Blender. There are other ones too, like a flying Vorkath. It's not being aimed at brand new players, and we try not to aim it at players who have been subscribed for ages. We'd gear these types of things towards people who do play, but haven't played or subscribed recently. (the corporate term is 'lapsed').