Alright, let’s dive into this HSR 2.4 drip marketing thing. It was a bit of a scramble, but we got there in the end.
First off, what we were trying to do: Basically, ramp up the hype for the 2.4 release of Honkai: Star Rail. Gotta get those players excited, right? The idea was a series of targeted messages, kinda like breadcrumbs, leading up to the big day.
The Plan (or what we thought was a plan): We figured, “Hey, let’s do character reveals, maybe a sneak peek at the story, and definitely some juicy gameplay footage.” Seemed straightforward enough on paper.
Where it started going sideways: Time. Always time. We were already behind schedule when the design team came back with “revised” character art. Which meant redoing half the social media graphics. Ugh.
So, what did we actually do? Well, the character reveals happened, but they were rushed. We ended up recycling some older assets to fill the gaps. Not ideal, but hey, gotta ship something, right?
- Character Teasers: Short video clips showcasing abilities. These were pretty well-received, thankfully. The community loves seeing the new toys.
- Story Snippets: A few cryptic messages on Twitter. Tried to build some mystery. I think some people got it, some were just confused. Eh, can’t win ’em all.
- Gameplay Showcase: This was the big one. We needed to show off the new features. Spent a whole weekend just recording and editing footage. My eyes were square by the end of it.
The Tools: Standard stuff, really. Adobe Premiere for video editing, Photoshop for the graphics, and a whole lotta caffeine to keep us going.
The Messy Middle: Okay, this is where it gets real. The gameplay showcase? It glitched. Multiple times. Spent hours trying to fix it, ended up having to re-record a bunch of segments. Almost lost my mind.
Getting it Done (Finally!): Somehow, miraculously, we managed to get everything out the door. The drips went live, social media was buzzing, and I could finally breathe again. For about five minutes.
What I Learned:
- Plan Ahead (Duh): This sounds obvious, but seriously, plan way ahead. And then add some extra time. Because things will go wrong.
- Don’t Be Afraid to Cut: Sometimes, you gotta kill your darlings. If something isn’t working, scrap it and move on. Don’t waste time trying to polish a turd.
- Sleep is Important: Yeah, I know, easier said than done. But seriously, get some rest. You’ll make better decisions and be less likely to snap at your coworkers.
The Results: Honestly? Hard to say exactly. The hype was definitely there. Whether it directly translated to more downloads and player engagement? That’s for the suits to figure out. I just needed a long nap.
Would I do it again? Probably. It was a total grind, but there’s something satisfying about seeing a project through, even when it feels like everything’s falling apart. Plus, free HSR pulls. Can’t complain about that.
