In 2024, the mobile game Battle Cats celebrated its 10th anniversary. So, to grab attention amidst the other 700,000 mobile games out there, we did the impossible. Or rather, the imPAWsible. Sabotaging our own 10th anniversary celebrations by launching a true game of cat and mouse.
Players found themselves on the hunt for clues, in the game and on social media, in an attempt to help narrow down the number of suspects and find the perpetrator so that they could restore the celebrations.
There were motives, plot twists, red herrings and loads of conspiracy theories about which cat had committed the crime. When accusation time came, we rewarded correct guesses handsomely. And in the end, one final, epic twist, as we revealed that the in-game enemies were behind it all along, tired of always losing to the cats.
During the campaign we released clues, hints, influencer videos and loads of additional content to keep the hunt alive, breaking every promotional record in the game's history.
“SABOTAGE” LAUNCH :60
“THE TRAILER” :30
“SHAKEN” :15
PRE-ROLL HIJACK
“CIA BRIEFING” :15
