KC Smith
Digital Marketing Portfolio
Gameloft was known for having some of the best licensed Disney games on mobile. Since most of them incorporated a cast of Disney characters spanning multiple films and TV series, there was a massive list of brand guidelines to study and follow.
The first such title I worked on was Disney Magic Kingdoms. We built up the anticipation long before the release with this story trailer which I scripted. At the time, the game didn't actually have a backstory yet, so I created this one to tie all the franchises together in the classic Disney tone.
The video received over 50,000 views on YouTube, which was five times the average for Gameloft's channel in 2017. It also contributed greatly to getting the Facebook community off the ground, leading to over 5,000 clicks to view the official community page before the game even launched.
Speaking of the community, I regularly drafted posts for the DMK social media account to promote new additions to the game. I also helped the official social media manager to write tactful replies to fans.
With over 100 million downloads in its first year, the success of DMK encouraged Gameloft to create more Disney titles, culminating in two titles with some of the biggest budgets in the company's history.
The first was a kart racing title with an emphasis on competitive play and giving the Disney cast an edgier tone than usual. The product marketing manager wanted to be very sure that the name captured all of these elements, and was attractive to a wide audience around the world. After weeks of brainstorming sessions, I submitted over 50 unique title ideas. But as is often the case, it was one of the first two or three ideas I wrote down that ended up being chosen.
Around the same time, Disney Dreamlight Valley was also in production, and it was positioned as Gameloft's most heavily-marketed title ever, with versions available on every major home console, mobile device, and Steam.
My first major task in the go-to-market campaign was building up hype via an influencer marketing campaign. For this, I recruited a YouTube influencer who I thought had just the right combination of cartoonish charisma and clear communication we needed. We gave him an early version of the game to play and recorded his session, then later edited the scenes behind him for a bigger impact. To prepare him for the video, I scripted several things for him to do and say during his session that I felt would show off the game's core value propositions.
To promote preorders for the main game and its several planned expansions, I wrote a landing page for the game located at https://disneydreamlightvalley.com/. This included an overview of the game itself, explanations of specific features, and product descriptions for the various physical and downloadable options available.
To promote preorders for the main game and its several planned expansions, I wrote a landing page for the game located at https://disneydreamlightvalley.com/. This included an overview of the game itself, explanations of specific features, and product descriptions for the various physical and downloadable options available.
