How do you position a mobile game in a way that completely sidesteps the category, and allows users to see you as something other than just another smartphone strategy game? Make the Game of War audience feel like they are heroes who are building legacies in the "real" world.
Our launch campaign raised awareness, anchored by a blockbuster Super Bowl ad featuring Kate Upton. And our follow-up work bridged the heroism of the game with the real, lived experiences of our users. Work, home, and other familiar settings were the backdrop for the high-intensity action of Game of War.
It went on to become one of the highest-grossing mobile games of all time.