Who doesn’t know a mobile game called Disney Tsum Tsum?
Yes, it is a Disney game that contains popular Disney characters such as Mickey, Baymax, Donalds, and others famous characters which attract many users to play. You can download it for FREE! So, what makes users not to download this game?
You can play it by chaining the same Disney characters to get a score in 60 second. Its sounds easy yet it is addictive!
This game is published by Line application in order to build awareness of Line application through a mobile game. By connecting to a Line account, the players can compete with their Line friends in order to get the highest score. Players also can send a gift to their friends through line and get a special offer from sharing through line such as free character. Thus, this will encourage players to download and create a new Line Account to obtain more deals.
“LINE is expanding its mobile platform by offering various integrated services and content such as LINE GAME, which is centred around its core focus on communication,”
Disney Tsum Tsum has been downloaded more than 14 million times which caused them to be the No. 1 free-app ranking on both iOS and Android in Japan. The idea of connecting mobile games to a mobile chatting application has increased the engagement of large number of people.
This marketing effect not only influence the number of Line users but also increase the demand in Disney Tsum Tsum merchandise.
“A Disney Store in Japan sold 1.6 million Tsum Tsum toys in the past 9 months”
What do you think about this marketing strategy? 🙂
References:
http://www.mobilemarketer.com/cms/news/gaming/18125.html
http://www.pocketgamer.biz/asia/news/59795/disney-sells-16-million-tsum-tsum-plushies/
@cynn93 