MOBILE MARKETING

O - Fruit Ninja Puss in Boots Logo


As the Global Brand Marketing Director at THQ, Lisa was looking to take advantage of the growing popularity of mobile gaming.  THQ held the Puss in Boots license with DreamWorks Animation and had launched a line of Puss in Boots console games in winter 2011 to kids 6-12.  The Fruit Ninja mobile game by Halfbrick was the top selling mobile game in 2010/2011 to casual gamers.  THQ created a partnership with Halfbrick and DreamWorks Animation by sublicensing Puss in Boots to create a Fruit Ninja Boots in Boots mobile game to reach a much larger audience with a larger marketing reach.  Lisa managed the partnership, marketing plan, demos, advertising, in-theatre activity, digital plans and more.


Results

Developed, Marketed and Launched Innovative, Successful Mobile Games

  • Fruit Ninja Puss in Boots mobile game was the #2 paid app across all apps (not just gaming apps).
  • Fruit Ninja Puss in Boots mobile game received over 600K downloads in the first two months of launch.
  • Secured over 375M media impressions for Fruit Ninja Puss in Boots mobile game:  (Print Ads – LA Times, NY Times, In-Theater – 10K coverage, Display Ads, OOH, PR events/screenings – w/actors Antonio Banderas & Salema Hayek playing the game).
  • Fruit Ninja Puss in Boots mobile game trailer ran in Times Square on Reuters/NASDAQ daily leading up to and during launch reaching over 30M consumers.

Advertising


Social Media Marketing


In-Theater Collateral

DreamWork's Theatrical Poster with FN PIB Integration


Website