Social Media Manager
Resetting Expectations
A year after the release of Mortal Kombat 11 we announced the brand new expansion, Mortal Kombat 11: Aftermath on May 6th. With a scheduled release of May 26th, we had 3 weeks to execute a campaign that would normally last 3 months.
Evolving the Tone of Voice
While we found success with our tone of voice during the Mortal Kombat 11 campaign, we realized we could have taken it a step further. With Mortal Kombat 11: Aftermath, we decided to take that step further. While still having that MK sense of humor and community connections, we evolved our voice to be one of self awareness. We stopped taking ourselves too seriously and 100% committed to our place in meme culture. We began personifying our channels and increasing our YouTube uploads to contain more social assets instead of big, branded trailers.
Lean Into Nostalgia
With the reintroduction of old fan-favorite features, characters, and stages we dedicated a whole week to nostalgia. One of the more unique executions was contracting a Brazilian artist to create this Where’s Waldo style art piece. Containing every character in Mortal Kombat history and a number of iconic stages, this piece was massive success.
Other notable Nostalgia pieces produced by my team:
A Friendships trailer that became one of the highest viewed videos in the entire campaign
A Stage Fatality trailer
Played up the fact players can now, officially, have a RoboCop vs. Terminator fight
Impactful Moments
Johnny cage was a big positive sentiment driver in the base game’s campaign. Fans loved his charisma and snarky attitude. To capitalize on the community’s affinity towards him, my team and I created 4 videos that were narrated by Johnny Cage himself. We hired the VO actor of Johnny to introduce the three new characters coming to the expansion, culminating with a video of him recapping all of the Mortal Kombat 11.