PokerStars Spin & Go Digital Advertising Campaign
My role: Campaign Development | Digital Advertising | Automation
Spin & Go is a PokerStars fan favourite game which has recently undergone a revamp. It’s a faced paced, 3 player, intense game of poker to provide fun in a fraction of the time. Tasked with communicating this out to our existing customer base and also acquiring new players below shows how I approached this, the decisions that were made and the results produced.
TOOLKIT ASSETS
For the Spin & Go campaign a set of assets were produced in line with the creative vision for the campaign.
The key toolkit assets include the Phone device with multiple screen choices showcasing aspects of the game, the Spin & Go chip which has a static and spinning version, the vortex, the glow, and the Spin & Go logo lockup.
These will be used throughout the campaign and all channels telling a coherent story.
TYPOGRAPHY
A development of our brand font was used for this campaign. It was tweaked to give it a dynamic feel which matches the fast, dynamic style of Spin & Go poker.
The typography style for the Spin & Go assets follows the 4 degree angle set for the text box area and uses the condensed brand font to add dynamism and impact. We added an option to highlight key messaging with the gradient. The main part of the message remained in white to stand out against the black background.
Bringing Spin & Go to life in our ads
With the campaign guidelines set the I needed to bring it all together in our Digital Advertising formats.
Firstly I worked on this interactive HTML video takeover skin. With more retail space we want to have a high impact ad to attract attention and innovate with the space available. I started with a storyboard which developed into the final version shown here. It features simulated gameplay and further activation on scroll to reveal more of the unique selling points for Spin & Go.
Affiliated Display Banners
Shown here are how the Campaign toolkit assets translate into a small selection of affiliate banners.
I have looked to include the key assets to show the excitement of the fast, energetic Spin & Go game. While also highlighting the RTBs (Reasons to Believe) to show our customers the benefits of the game and offers available.
Facebook Static
For this format I have stripped back the design and focussed on the offer and RTB. In a cluttered social media environment our tests have shown that a cleaner design often produces better results.
This is likely not to be the first piece of advertising the customer will see for this campaign, our Social Media advertising is targeted to Poker players so I have teased parts of the campaign to keep consistency and trigger recollection of the campaign.
Facebook Carousel
With the carousel format I can tell a story through the slide show style. When designing a Facebook Carousel I utilise this unique format by compiling the assets together so they link together and lead into the next frame.
The idea of this is to entice and encourage the customer to interact with the campaign and ultimately engage with the ad.
Landing Page Design
Hopefully our customers are intrigued enough to click on our ads and are taken to the bespoke campaign landing page.
Here I have designed the headers to carry through the key design system elements so there is a coherent style throughout the journey. The customer is able to find out more about the game, download and experience it.
