Google Play


Fire Emblem: Heroes Emoji Summoner

Google Play was tasked to promote the highly-anticipated
launch of the mobile game Fire Emblem: Heroes.

We needed a way to communicate the breadth of characters — the franchise's key selling point — in a way that wasn't overwhelming and created a personal connection for new and old fans alike.

Our solution was a custom Twitter Bot that echoed the in-game mechanic of summoning characters to your team, but used a modern personality test as input — your two favorite emojis.

We created over 200 unique assets featuring over 60 characters, which were @replied to over 13,000 fans, helping to generate over 8MM+ impressions.

Just a handful of the unique replies fans received: