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American independent record label EPIRE has teamed up with the world’s best in-game advertising platform for a campaign featuring Kizz Daniel, Afropop artist, “Cough”.

After performing at the FIFA World Cup, Kizz Daniel was synonymous with soccer. EMPIRE, his record label, launched a cross-channel promotion to promote his new single. He performed the song live in Qatar before a crowd of soccer fans.

Anzu assisted EMPIRE in tapping into Soccer Super Star. This mobile game is ranked #1 on iOS for sports games and has over 1 million active users worldwide (Newzoo). It’s well-known that music and sports gamers have a strong synergy. Comscore data shows that Soccer Super Star players are 30 times more likely than other users to visit music-related sites, making it an ideal fit for EMPIRE to use Kizz Daniel’s performance.

EMPIRE was able, using Anzu’s geotargeting capabilities to deliver the in-game ads only to players from countries participating in the quarter-finals. This campaign achieved a 91.91% in-view rate as measured by Oracle Moat.

Anzu worked previously with us on a campaign for Babyface Ray, and we saw great success and interest from his music. Peter Kadin, EMPIRE’s SVP Marketing, stated that Anzu had the ability to make our campaign reach the most popular iOS sports title and let us focus on our target audience of World Cup enthusiasts. “Working with them again was an easy decision.”

“Using gaming to extend a real-world campaign is not new, especially in games. In-game advertising allows advertisers the opportunity to bring their campaigns into stadiums, courts and arenas to enhance game realism. This campaign was however unique in that it allowed us help EMPIRE tap into FIFA World Cup excitement and expose a overlap between music and sports fans,” Natalia Vasilyeva (EVP Marketing & Strategy, Anzu) said.

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