Samba de Amigo

Samba de Amigo Case Study 2023

We ran an energising influencer marketing campaign for Samba de Amigo: Party Central, a motion-based rhythm game developed and published by SEGA.

Influencers

Total Views

7M+

Total Play Time

9.6K+ Hours

Platforms activated

TikTok

CAMPAIGN OVERVIEW

Samba de Amigo: Party Central - Shaking Up the Gaming World with a Cultural Dance Fusion

The campaign was designed to amplify awareness and interest in Samba de Amigo by crafting content that is both dynamic and inclusive. While our core gamers remained a focus, the strategy extended to captivate a more diverse audience, including dancers, social enthusiasts, and families.

We collaborated with 10 TikTok influencers from France, Spain, Italy, and Germany, who created fun and outstanding ads, dancing and having a great time while presenting the game to the viewers.

The overall goal was to broaden the Samba de Amigo’s market reach and diversify as well as to appeal to various consumer segments. The whole campaign lasted from 29 August till 13 September, and successfully increased the overall awareness of the title.

Campaign Video Content

The videos were created in 4 different languages. The most memorable ones were produced by Simbeli (engagement rate: 4.44%, total watch time: 1.5K+ hours) and Tadevlogs (total views: 1.2M+, total watch time: 2.1K+ hours). The overall campaign with 10 videos on TikTok successfully gained 7M+ views, 83K+ likes, and 9.6K+ hours of the total play time. Let’s take a look at some of the content pieces.

Fan Engagement

Samba de Amigo: Party Central offers over 40 hit songs from the world's most popular genres, so there was no surprise that the TikTok ads got a lot of attention and positive reviews. Everyone was excited to try the game, to learn new dancing techniques, and to hit the floor by playing online in World Party mode!

MEET THE CREATORS