Box of Fortune
The Brief
Re-engage players after the post-holiday slump. The plan on the table: let players win real physical prizes through our free-to-play social casino games.
Collaborating on a cross-portfolio project requires a STRICT messaging guide:
The Insight
Most mobile games ship prizes. Very few ship experiences. And almost none turn those experiences into content people actually want to watch.
The Solution
We shipped a mystery box to winners — no prize inside, just a code. The actual prize only revealed during a grand elimination-style livestream, where players dropped off one by one until the last one standing won a car.
The Result
92K organic viewers. Chat engagement and comments above every benchmark. The highest-performing content myVIP has ever produced. Same brief, different thinking, completely different results.
