Mobile game developer Peak Games has launched what they call the first ‘celebrity-driven’ performance marketing campaign starring Ryan Reynolds.
“For the first time in advertising history,” a statement said, “the audience will see a celebrity/brand partnership with many different perspectives and creatives that allows advertisers to calculate the effectiveness of each video through deep analytical knowledge.”
TBWA\Chiat\Day used nine unique scripts for a total of 30 different versions of creative that Peak can pick and choose based off of the amount of audience impact. The campaign will reportedly “evolve naturally” to find the right match between creative and audience.
Starting through its flagship game, Toon Blast, the developer will distribute the spots to its 80 million subscribers. The company plans to expand the rollout in the coming weeks, beginning with Instagram and Facebook placement.
Reynolds said in a statement: "The team over at Peak Games was fun and easy to work with and I really enjoyed the experience."
Ömer İnönü, Peak Games' director of strategy, added: "Ryan Reynolds is a perfect fit for Toon Blast because of his brand, celebrity and his signature humor, which was the perfect way to make Toon Blast relatable. We're lucky to be the first mobile gaming company to have an acclaimed professional like Reynolds act in our performance marketing campaign."