How Sega delivered a multi-audience youth strategy for Sonic Frontiers
📍 Location: US
21.6M impressions across scaled media and creator content
3X higher average watch time of the Sonic Frontiers YouTube livestream vs. an average gaming YouTube video
Organic reach of 5M+ views across three pieces of creator content
Sega recognized the importance of targeting youth audiences to maximize the popularity of their new game, Sonic Frontiers. Since Sonic Frontiers appeals to multiple youth audiences – from kids to teens – Sega knew they needed a specialist partner that deeply understands the nuances of these age cohorts.
Young audiences’ influence on the gaming category is critical to drive adoption and purchase intent for Sonic Frontiers. Kids are the #1 influencer of console game purchases among families, with 85% of parents considering their kids’ opinions when making tech and gaming purchases (SuperAwesome Technology and Gaming Research 2022).
Sega partnered with SuperAwesome to deliver a multi-audience youth strategy for Sonic Frontiers. Combining scaled media, creator content, and youth safe livestreaming was the 360° approach needed to build momentum around the game.
Leveraging SuperAwesome’s youth expertise, scaled contextual media was at the core of their reach strategy. Sega used the AwesomeAds Marketplace to run two unique filmstrip interstitials to resonate with separate age cohorts. The ad creatives differed to meet the needs, mindsets, and attitudes of kids vs. teens.
Based on SuperAwesome’s creative insights, kids resonate well with characters and are likely to have a favorite character, while teens prefer more sophisticated gameplay exploration. While both creatives prompted Sonic Frontiers’ discovery, the younger creative leaned more into character development, while the older creative encouraged learning about the different environments throughout the game. Read more
To drive additional scale, Sega ran their game trailer video across vetted apps, games, and sites through the COPPA-compliant AwesomeAds Marketplace.
Engagement and hype around the game was driven by creator content. TikTok posts targeted at teens highlighted cool new features in the game. A YouTube livestream with a top gaming influencer among teens showcased gameplay and gave it the cool factor it needed to drive intent to play among kids and teens.
– Leverage gaming influencers that resonate with your target audience and authentically build excitement around a new game release.
– When engaging 10-12 year olds, lean into custom interactive ad units. This age cohort is excited to engage with strong and engaging IP, even in ad format.
– Invest in video as a core pillar to your teen engagement strategy. Based on standard video performance, teens are more likely to watch the video than younger cohorts and frequently click out to learn more.
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