There have been many games promos produced – brilliant productions full of drama, most of them. But there has been nothing like BBH China’s launch campaign for Goat Games’ Bloodline: Heroes of Lithas. This one’s creativity is exceptional.
The campaign, New Legends Are Born, imagines the magical birthing of a new legend, born from the romance between two heroic clans. The first film in the campaign shows the birth of the baby legend; the second shows mum and dad viewing it in the hospital nursery. And yes, it’s also a brilliant production full of drama as well as a wonderfully unique idea.
BBH brought together two creators from completely different backgrounds in a unique collaboration for the launch event. Established fantasy character artist, Jonah Lobe, and gaming video, creator Daniel, came together to host a livestreamed session in which participants got the chance to co-create an in-game character and help to decide the traits and powers of this heir born to different clans: the Lycan Lycanis and the Dark Elf Elzedith. Close to 4,800 ideas were contributed by the gamers during the livestream while Jonah Lobe illustrated it live, creating a new legend uniquely borne out of love between Goat Games, the two creators and the Bloodline community.
The campaign is the first by BBH China after being appointed as leading partner for BBH China has announced its appointment as the leading partner for Goat Games, a leading developer and publisher of international mobile games based in Guangzhou, China. Bloodline: Heroes of Lithas is the company’s free-to-play card-based RPG for iOS and Android with an unusual twist – it gives players the ability to create new generations of playable heroes by harnessing the power of bloodlines to combine the skills and powers of their predecessors.
Alex Zhang, marketing director of Goat Games, stated “We were impressed by BBH’s credentials in this field, and were so inspired by their creative concept that we decided to get our developers to reflect the advertising concept in-game with a new hybrid character. BBH is also visionary in their brand-building approach. They got us thinking about how we could take a first step in driving fandom and building a sense of community given the rich potential of the game’s fantasy theme where traits of heroes could be combined. They encouraged us to involve our players in the co-creation and design of future legends, to drive home this unique aspect of the game.”
Kelly Pon, chief creative officer of BBH China, said: “We fell in love with the game concept. There are elements of romance, fantasy, legacy, intrigue and legends to be made, all translated into a mobile game with great character traits and strategic gameplay. The IP is rich in terms of the stories we can tell, with as many levers we can pull in its activation. It was immediately clear to us, that it would be a fun brand to build together. Kudos to a brave client team as well, for believing in the work.”
The game’s launch seems to have been a great success. It was ranked among iOS App Store’s Top 10 downloaded Games apps within its first week. It was also named as a Rising Challenger in the midcore category in the US market by Game Refinery, a mobile games intelligence platform.
