DISCORD
Creative Direction 〡 Promotional
Discord is an online group chat for gamers — and everyone else — to connect online. Friends, students, and competitive opponents can create voice chats, video calls, and share their screens in sweet, sweet HD.
From the inception of the partnership, through to our launch, I connected with Discord’s team to deliver a campaign to unite our audiences. We ended the month-long campaign with record-breaking results!
COVERAGE:
GothamChess / Sept 24
Reengage, reengage, reengage!
Halfway through the month, we released an extra bot with the intention of reengaging users through our marketing channels.
Using Iterable, we segmented each campaign to target users who had previously interacted with a bot during the campaign, and those who had not.
The distinguished Professor Doctor Wumpus landed on Chess.com as an overpowered bot — high-powered bots often offer the most virality! And, well, he delivered.
Click here to full email in my Email Library.
wonderful wumpus
Discord know their star characters inside-out, including Wumpus, a tight-lipped creature who doesn’t share many words. As Discord’s main mascot, we preserved Wumpus’ personality, while also feeling excited to hear their voice for the first time.
The interactive partnership was incredibly successful, leading to hundreds of thousands of new paid trials. Our redemption flow was optimised to display a pop-up after each user beat (or drew…shh) a character.
To the moon!
Working with Discord’s team, we were given marketing design assets to use across our campaigns. I worked with Chess.com’s design team and provided suggestions to merge our respective branding.
I led the launch emails for the campaign, sent to 10M+ users. Included was a list of the features our users could access with their free Discord Nitro trial.
