Marvel Snap was launching Draft Mode, a new way to play that rewards strategy over collection. Second Dinner needed to reach a broad mobile gaming audience, not just existing Snap players. It also wanted to bring back lapsed players who had first discovered the game years earlier. The campaign occurred within a two-week window, landing during a busy stretch for mobile gaming content.
Tribe called on its entire creator network. We activated 26 creators across 68 deliverables from August 24 to September 8, targeting non-endemic viewers across the broader mobile gaming space.
We tailored each creator’s package to the platform where their audience was most engaged:
We also brought back several creators from the original Marvel Snap launch campaign. Their audiences already associated the game with them, so Draft Mode felt like a natural next chapter rather than another ad read.
Audiences responded with recognition, not ad fatigue. Many viewers said our creators had introduced them to Marvel Snap, and returning fans praised Draft Mode as a refreshing change. Because the campaign built on a long-term partnership, Draft Mode felt like a natural next step and gave Second Dinner a strong opportunity to win back lapsed players.
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