The Ask:

Assist in launching the popular Japanese mobile game in the US launch with targeted user acquisition.

Response:

To make the biggest splash possible, Pereira O'Dell and Midnight Oil created and executed a one-of-a-kind media campaign with SNL and Brooklyn 99 star, Andy Samberg.

Beginning with a launch trailer featuring Andy Samberg as the "Coach" to a team full of monsters, he rallied them to bring people together with this mobile game.

Then a bespoke short form video series, Getting Together with Friends, with Coach (and Cthulhu), each targeting different demographics, was created for social media platforms. The nature of the videos and Coach's (Samberg) spastic humor allowed us to create a collection of additional static and motion social posts to compliment the videos. 

After the launch of the title, daily social media posts were created around the game's mascot character, Red Smydra, and his cast of monster friends. These social media channels were updated for the remaining of the year.