SQUARE ENIX
DRAGON QUEST I & II HD-2D Remake CRM Campaigns
A strategic email campaign for DRAGON QUEST I & II HD-2D Remake that reintroduced the Erdrick Trilogy, celebrated its legacy, and inspired a new generation of players.
EMAIL DESIGN · CRM CAMPAIGN STRATEGY
Building excitement across the player journey.
Rather than a single announcement, we planned a five-part sequence — from the initial announcement, to a deeper look at the history, worlds and characters, and finally a launch email to drive action. Each email had a clear goal, message, and call to action, guiding players through the journey and giving them a new reason to be part of the adventure.
A legendary
adventure returns.
The campaign began by reintroducing players to the Erdrick Trilogy, building curiosity around the return of DRAGON QUEST I & II HD-2D Remake and inviting fans to rediscover where the adventure began.
Approach
The journey
has a release date.
With the release date revealed, the second email shifted the campaign from intrigue to anticipation — giving players a clear moment to look forward to while expanding on the scale of the two-game adventure.
Approach
Meet the heroes
of two worlds.
The third email brought the focus closer to the characters, introducing the heroes players would meet across both adventures and giving each game its own personality within the larger campaign.
Approach
Familiar worlds.
New discoveries.
As launch approached, the campaign gave returning fans another reason to take notice by spotlighting new story content, environments, characters, and gameplay additions created for the remake.
Approach
The adventure
awaits.
The final email brought the campaign together at launch, reconnecting players with the worlds, characters, and discoveries introduced throughout the journey and turning that momentum into action.
Approach
Bringing this campaign to life was a cross-functional effort. I partnered with teammates across CRM, marketing, creative, and localization to shape the campaign from strategy through launch.
© ARMOR PROJECT/BIRD STUDIO/SPIKE CHUNSOFT/SQUARE ENIX
CRM Strategy & Design
Jenn Chow Tran
SQUARE ENIX CRM & Membership Team
Daniel Nasserian
Jacqueline Louie
Christina Chu
Marketing Manager
Melanie Gordon
Brand Identity & Creative
SQEX Creative Services
Localization
SQEX Localization