Ryan Reynolds brings wit to Peak Games' performance marketing campaign

Brief:

Peak Games, a Turkish game developer that created mobile games Toy Blast and Toon Blast, is collaborating with "Deadpool" star Ryan Reynolds on a campaign that includes 30 different video spots. The game developer plans to measure the effect of each video within 24 hours of its launch and adjust its targeting to reach core audiences based on consumer tastes, per a press release.
Reynolds worked closely with Peak Games to create nine unique scripts for the Toy Blast campaign. Ad agency TBWA/Chiat/Day LA oversaw the development of the videos, which were produced by MJZ and directed by Tom Kuntz.
The videos are live in the United States, and Toon Blast will gradually expand its reach to all major video ad networks, beginning with Facebook and Instagram. Toon Blast has been downloaded more than 80 million times, according to Peak Games.

Insight:

Peak Games' campaign with Ryan Reynolds shows how ad performance metrics have evolved to measure results of video spots and allow advertisers to make quick adjustments to a media placement strategy. It will be interesting to see how the Peak Games campaign performs, and what lessons there will be for other brands that are looking to boost the efficiency of their marketing efforts.

According to VentureBeat, Peak's mobile card game studio was bought by Zynga last year for $100 million in cash. Zynga's acquisitions over the last year, combined with its change to Unity Technologies as its advertising partner show a company looking to dominate not only the mobile game industry but its marketing as well.

The partnership with bankable star Ryan Reynolds is likely to only further boost its prominence. The actor this year announced an interest in Aviation Gin, whose brand owner Davos Brands said Reynolds will "play an active role in the day-to-day business and oversee creative direction." He was also the voice (if not the face) of several successful "Deadpool"-based campaigns, including an AR activation with 7-Eleven, a pop-up by Mike's Harder and a commercial for Devour frozen sandwiches.

Peak Games was estimated to have more than doubled its revenue in 2017 with popular titles like Toy Blast. The company also created mobile card games like Okey Plus, Spades Plus and Gin Rummy Plus that allow users to join games among communities of players.