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To reach gamers who were too busy playing games to watch ads, we decided to make an intentionally stupid game they would enjoy. A million downloads later and 36 million views online, it seems like it was the right call.
It also picked up silverware at the Campaign Big Awards, D&AD, CLIOs, Creative Circle, Brand Republic Awards, APG, and Webby Awards.
This case study sums up most of the campaign, but if you want to try it out for yourself click the button.
LET'S PLAY VIDEOS
The key to the game's success were the thousands of Let's Play videos made by gamers from all over the world. These are videos...of people recording themselves...playing the game. That's it. It may sound crazy, but these you tubers like PewdiePie have millions of subscribers and all of them played the game just for the lols (which was good since we had no money).
Here's a little edit of some of them.
And then more people made amazing animated videos of the Let's Play videos.
GAME TRAILERS
To launch the game we made a series of ridiculous trailers that were almost as stupid as the game.
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