Teaser

When we started working with Polyspice, they already had a tested game that was ready for the market. Beat Cancer is a casual mobile game with an extremely interesting backstory, you can learn more about it on the press kit. Since we had to start quickly, a teaser for the game took priority. The difference between a teaser and a trailer can be vague, but it's very important when marketing for entertainment. Everybody that's shipping a game has a common goal of getting people excited for the release. Publishing a teaser before announcing the release date will help.

Goal

Generate interest in the release of Beat Cancer.

Sure, both the teaser and the trailer are videos about the same game. However, the goal of the teaser is to create curiosity while a trailer's goal is to inform the audience. In that sense, they're basically opposites.

You can clearly see the differences between the teaser and the full trailer as the trailer is longer than the teaser. Elements like the explanation of features are essential for the trailer but would actually work against the goal of the teaser. There are common elements, for example, the outro displaying where the game will be available is a must have.

The teaser should display the concept of the game beyond the gameplay. In the case of Beat Cancer, we decided to go with a suddenly squished Cancer cell. That ended up being an excellent way to convey the concept of getting revenge on Cancer in a light and funny way.

The teaser was distributed organically (without paid promotion). Organic distribution is often associated with low reach. However, using the right social bookmarking strategy combined with an influencer campaign the teaser got excellent reach and an even better engagement rate. Quality content can still get good organic reach and it's also a great way to identify how well the content is working.

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Teaser

Goal

Bring your audience to the Hive