Mission
Drive awareness and downloads of Star Wars: Hunters among Hero Shooter fans, Star Wars enthusiasts, and mobile gamers. But more than that, the campaign aimed to build buzz and install momentum at launch, and keep it going.
Season 1: The Launch Pad
Wehype activated 78 creators across Twitch, YouTube, and TikTok in June 2024. From fast-paced gameplay streams to viral Shorts, content lit up across platforms, driving:
17.6m total views
7.9m viewer minutes on Twitch
Strong audience sentiment: “This game looks really good” and “I love the vibes so much” became common chat refrains
Creators like ExtraEmily, Typical Gamer, and Bombastic made the content feel fun, fast, and totally on-brand.
Season 2: Building Momentum
With a leaner budget in August, the campaign returned and outperformed Season 1 on multiple fronts:
19.6m total views
11.4m views on TikTok alone
Key returning creators like BurkeBlack and Bombastic drove stronger viewer retention and storyline continuity.
By doubling down on what worked and keeping creators closely looped in, the campaign proved that consistency beats one-off spikes.
What made it work
Cross-Platform reach: By activating creators across Twitch, YouTube, and TikTok, Wehype ensured Star Wars: Hunters reached players wherever they were.
True creator-game fit: Carefully selected creators brought genuine enthusiasm and credibility, making the game feel like a natural fit for their content.
Long-game strategy: The multi-season approach allowed for deeper storytelling, stronger creator bonds, and a growing fan base.
Community response
The feedback was overwhelmingly positive. Twitch chats buzzed. YouTube comments praised the gameplay. TikTok users jumped into the trends. The content didn’t just promote the game, it made it feel like part of the culture.
The takeaway
Wehype helped Zynga turn a title launch into an always-on creator movement. With deep creator relationships, clear strategic planning, and a focus on sustainable impact, Star Wars: Hunters found its voice and its players across platforms.
