Fruit Ninja’s Marketing Strategy: Pop Culture & Instagram

Fruit Ninja’s Marketing Strategy: Pop Culture & Instagram
SHARE
THIS



Today Instagram released its updated monthly active user figure- according to the platform, there are 500 million Instagrammers who share (on average) 95 million photos and videos per day. Australian mobile game studio Halfbrick Studios, the reason for your addiction to Fruit Ninja, chatted with B&T about its marketing strategy on Instagram and why it’s all done in-house.

Halfbrick launched Fruit Ninja into the market back in 2011, the game had very little instructions and took advantage of the touch screen interface of mobile phones. Fruit Ninja catapulted Halfbrick Studios from a small indie studio in Brisbane to a global company with market interest in the US, Europe and emerging mobile regions like South America and Russia. Nicholas Cornelius, chief marketing officer at Halfbrick Studios, joined the company in July 2015. 

Cornelius discussed the company’s marketing strategy on Instagram: “The way we market right now is fairly targeted, we make sure we’re sending the right message to the right person at the right time. Age, demographic, even geographic considerations all come into play. The mobile gaming space is so huge now, so we have to be very careful and targeted about how we send out our messaging. Instagram is brilliant at the visual storytelling, so we could take a lot of stuff which was taken for the games and put that straight out as marketing without having to put any extra effort into it.

“Our work is done in-house, so we have our artists and video guys all in-house, we don’t use agencies. There is talent in agencies, but the thing is they’re working on multiple accounts, multiple companies, multiple campaigns at any given time. There is a lag in terms of an idea coming up to it becoming a visual asset onto a platform.

“Having it in-house means we can concept, create and publish in a couple of days at the most. That’s the speed we can get our stories out which is the reason why we haven’t gone to an agency. We’re spoiled for choice, I have three artists in my marketing team alone; one is a visual effects artist and the other two static image artists. We run a daily newsroom discussion about what we’re talking about on social, is there something we need to do or create. For example Captain America: Civil War, we have images of our characters which we can dress them up really quickly and get it out on social straight away. We’re constantly experimenting.”

For the first half of the year, Halfbrick Studios marketing strategy was to become more involved in relevant conversations on social media. Remember Drake’s tune Hotline Bling? Within a day, Halfbrick Studios had Fruit Ninjafied the famous clip.

“Being able to be that quick to the market as a trend is starting to pick up is the whole reason we’re looking inwards. It don’t think it would have been possible if we had reached out to an agency, wait for them to create it, send it back for approval and a round of changes. We would have lost the moment.”

Check out some of the examples of Halfbrick’s Instagram accounts incorporating its brand assets- Fruit Ninja and Dan The Man– into pop culture moments:

The real Fruit Ninja! #Drake #HotlineBling

A video posted by Fruit Ninja (@fruitninja) on

The wait is over, but the battle rages on! Are you #TeamCap or #TeamIronMan? Sound off now! #CaptainAmericaCivilWar

A photo posted by Halfbrick Studios (@halfbrick) on

Feel the force around you! Happy #StarWarsDay from the team at Halfbrick! #MayThe4thBeWithYou

A photo posted by Halfbrick Studios (@halfbrick) on

We’re calling it now. Best picture… paws down. #Oscars #TheRevenant

A photo posted by Halfbrick Studios (@halfbrick) on

Instagram founders Kevin Systrom and Mike Krieger have released this updated infographic:

72_lndry_IG_Poster_1024x768

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]