In October 2010, ZeptoLab released a game titled Cut the Rope, which has proven to be a smash hit on mobile, browser, and desktop platforms. With more than 250 million downloads of the game, the company has a large customer base. But one of the challenges for any company promoting a popular digital product is figuring out how to keep that large base interested and invested in the brand after completing that initial download.

One of the common strategies is to release updated versions of the game. ZeptoLab has done that, with titles such as Cut the Rope: Experiments and Cut the Rope: Time Travel, as well as creating new games with a similar sense of style and humor. But what differentiates ZeptoLab from other companies in the mobile game space is how well it has leveraged social media to promote its top game and its brand.

Original Content on YouTube

Cut the Rope centers on an adorable green critter named Om Nom who has a penchant for eating candy. The gameplay involves a series of increasingly complex puzzles for feeding him sweets. ZeptoLab seemed to realize that it had a strong draw with the animated Om Nom, and in December 2011 the brand released the pilot for a YouTube series called “Om Nom Stories” featuring the game’s character.

Since then, the company has released occasional videos of the animated Om Nom as a young boy’s pet. He finds himself frequently getting into trouble as he tracks down food to eat. These clips are short, usually about a minute and a half, but each of the episodes has millions of views!

The Om Nom series serves multiple purposes. First, it’s a way to give fans new brand-related content. The cute episodes are light entertainment that keeps both the familiar character and the company’s name in front of viewers. Second, the videos have a game angle, with small gold stars hidden somewhere in each clip. Those same stars play a part in the Cut the Rope game. Giving a puzzle angle to videos, which are usually static experiences, strengthens the brand’s reputation as a provider of fun games.

Finally, with the release of the newest game, Cut the Rope: Time Travel, ZeptoLab has leveraged its YouTube series as a source of additional marketing. The clips are now showing Om Nom continuing his quest for candy in different historical settings. Instead of the human boy, his companions are now other green Om Nom-like critters. This shift in content for the YouTube series mimics the changes in gameplay of the new title.

Each set of levels is centered around a different setting in time and Om Nom has a different critter companion in each of them. Matching the traits of the promotional videos to those of the product is a smart move for presenting customers and fans with a consistent picture of what each ZeptoLab Cut the Rope game will involve.

Fan Engagement on Facebook

Another key part of ZeptoLab’s social media strategy is a well-maintained Facebook presence, with more than 1.5 million Likes for its Cut the Rope Page. Most of the posts on this Page include calls to action for those fans, especially on the heels of the Time Travel game’s launch. The Wall includes everything from questions about the players’ favorite game locations, to caption contests and trivia games about Cut the Rope and its related properties.

The company has also engaged with fans by sharing their photos and artwork related to the game. ZeptoLab regularly asks people to submit their creations. The company then posts them with thank-yous on the Wall. This is a great approach for encouraging people to visit the Cut the Rope Page directly. Since the brand often posts engaging material multiple times a day, fans may be more likely to check in on the Page to make sure they didn’t miss any especially amusing or inspiring content.

The Facebook profile is also a good central location where ZeptoLab can encourage fans to visit other platforms. The posts sometimes promote the Cut the Rope Twitter, Instagram, and Pinterest accounts, as well as sharing links to the latest YouTube videos. And most importantly, it’s a place where ZeptoLab can promote its products, such as game downloads, plush toys, and fast food premiums. Integrating fun content with reminders about merchandise and paid products is a successful approach for any brand on Facebook!

Know of another brand with a social media strategy we should profile? Let us know in the comments!