Zynga
Zynga is a social gaming network made popular by games like Farmville, Words with Friends, Mafia Wars, and Zynga Poker.
Brand Partnership
To promote Gagaville, Farmville’s collaboration with singer Lady Gaga, my role was to work with the Brand and Legal teams to design graphics such as website content and billboards to announce this launch. The Gagaville billboard was up on U.S. 101 for a few months.
When Zynga was looking to hire more talent, I was assigned to create a billboard to promote this hiring surge. I decided to incorporate Zynga’s popular Words with Friends game to put scrabble letters together to form keywords about hiring. Both billboards attracted new users and received several press and social media mentions.
Email Marketing
As one of the founding designers on the Marketing team, I worked on several emails every week across all games such as Farmville, Words with Friends, Mafia Wars, CityVille, Cafe World, and more.
My process began with a Project Manager from one of the game studios teams who briefed me on the latest game feature release, prizes awarded in game, and what we needed to convey in the email message. After receiving key art from the studio, I worked with a copywriter to craft an email design, then delivered slices to the Marketing Manager who would build the email. I later lead a team of designers - providing creative direction, copy-editing, and design feedback on a number of email designs.
We eventually cut down on graphic text and found more creative ways to incorporate HTML text into the emails. This helped in reducing email size, and increasing deliverability and open rates.
Display Ads
One of my objectives on the Marketing team was to find creative ways to advertise all Zynga games through traditional display ad networks which included 9 different sizes, and Facebook ads (which at the time were very tiny 110x80 size ads!)
Messaging, imagery, and call-to-action buttons were continually A/B tested to determine a winner and common theme.
Visual Assets
I supported webpages like Zynga.com and Zynga.org with various custom assets to promote games, features, products, and promotions.
Visual Data
I helped design an infographic to support the “Words with Friends” game apps. Information was gathered from over 35,000 people and I assembled that data into a graphic visual that was mentioned in the media and promoted on social channels.
I also designed a How-to guide for a new Photobooth app created within Marketing - adhering to Zynga’s brand style.
