To understand this campaign, you need to know a few things first.

  • Boom Beach is a mobile video game.

  • Every few months, a Mega Crab appears in Boom Beach. This is called a Mega Crab Event.

  • A Mega Crab is a large, crab-shaped weapon of mass destruction built by Dr. T, one of the villains in Boom Beach.

  • This was the 6th Mega Crab Event.

  • This Mega Crab was harder to defeat, as it had vats of goo that contained genetically enhanced super soldiers.


Our goal was to get players excited about the 6th Mega Crab Event.
We did this by letting them know there was absolutely nothing unusual about it.

 

In the days leading up to the 6th Mega Crab event, this video was posted in the game and across the Boom Beach social channels.

We also introduced the energy drink flavors. And we gave Dr. T a hat.


 
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Once the event started, Dr. T admitted his deceit.

 
 

After the event was over, Dr. T tried to save face by claiming he was serious about the whole energy drink thing.

 
 


PARTNER: Mike Devine
CREATIVE DIRECTORS: Amanda Clelland & Matty Smith