Vine star Brent Rivera has signed on to drive social media engagement for the U.S. launch of Japanese mobile content publisher Amutus’s best-selling game, Bike Rider. The campaign was created in partnership with London-based online video distribution and marketing network Rightster.
Featuring a soundtrack written by popular Japanese YouTuber and beat-box artist Hikakin, the Bike Rider franchise has topped the gaming charts in Japan, racking up more than 25 million downloads on Google Play and the App Store.
Amutus wanted to replicate its success in the U.S. by partnering with a well-known American social media star, so it approached Rivera, who has a combined social media reach of 10.2 million. Rivera created an exclusive soundtrack for Bike Rider, and he will drive social media engagement for the game through his Vine, Twitter, Facebook, Snapchat and Instagram channels.
As part of the campaign, Brent will challenge his followers via the hashtags #CrazyBikeRider and #BeatMyScore to beat his top score. Five winning fans will be given the opportunity to live chat with Rivera via video link-up on Friday.