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Peak Games Launches ‘First-Ever’ Celebrity-Driven Performance Marketing Campaign


While celebrity collaborations are nothing new, Ryan Reynolds collaborates with Peak Games for ‘first’ celebrity-driven mobile ad campaign designed for performance marketing purposes.

Mobile game developer Peak Games, creator of Toy Blast and Toon Blast games, has announced a collaboration with hugely popular actor and ‘influencer’ Ryan Reynolds to launch what they call the first ‘celebrity-driven’ mobile ad campaign designed specifically for performance marketing purposes.

In a statement from the developer, for the first time in advertising history, the audience will see a celebrity/brand partnership with many different perspectives and creatives that allows advertisers to calculate the effectiveness of each mobile video ad through deep analytical knowledge. 

Within the first 24 hours of each campaign launch, Peak Games will be able to accurately measure the effects of the videos and match the right creative with the right audience by developing ads based on the audience's goals.

Reynolds worked closely with Peak Games to create and execute the nine unique scripts for each campaign.

In total, 30 different versions were created under the creative lead of award-winning advertising agency TBWA/Chiat/Day LA.

"Ryan Reynolds is a perfect fit for Toon Blast because of his brand, celebrity and his signature humour, which was the perfect way to make Toon Blast relatable," said Ömer İnönü, director of strategy at Peak Games.

"We're lucky to be the first mobile gaming company to have an acclaimed professional like Reynolds act in our performance marketing campaign."

The videos are already live within the U.S. and Toon Blast will gradually scale its reach to all major video ad networks, beginning with Facebook and Instagram.

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Joele Forrester

Joele Forrester

Joele is the latest recruit for the editorial team at PerformanceIN, and reports on the latest day-to-day news updates from the world of digital marketing, while also carrying out social media promotion, live reporting of events, writing feature articles and interviewing key industry players and stakeholders.

Joele enjoys living in Bristol and often returns to her Devon roots to enjoy the great outdoors. After graduating with a publishing and creative writing degree, Joele began her career in lifestyle publishing. She is now looking to hone her digital publishing and marketing skills at PerformanceIN.  


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