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Wooga's 'Are you a friend of Pearl?' campaign aims to expand audience for mobile game Pearl's Peril

Date Brand Companies involved Influencers involved
December 12th, 2017 Pearl's Peril HeyHuman
Wooga
Wooga's 'Are you a friend of Pearl?' campaign aims to expand audience for mobile game Pearl's Peril

Berlin-based mobile games developer Wooga is working with integrated marketing agency HeyHuman on an influencer campaign for its hidden object game Pearl's Peril.

The campaign, titled 'Are you a friend of Pearl?', aims to expand the audience of the game beyond its traditional demographic of women aged over 45 to a younger userbase. It is also hoped to grow Pearl's Peril's social media following, and increase the number of downloads.

Award-winning mummy blogger Deva Dalporto will be heading up the campaign through her website MyLifeSuckers. A video entitled "8 Types of Friends Every Woman Needs" has been released to promote the game.

Invaluable insight

"HeyHuman brings invaluable insight into player behaviour and the audiences we should be targeting," said Wooga's VP of publishing David Nixon.

"The Pearl's Peril campaign will branch out beyond our traditional 45+ audience and engage new consumers to drive increased game installs and grow our social community."

This article was originally published on our sister-site PocketGamer.biz.


Editor

Ric is the Editor of PocketGamer.biz, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.

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