Most games are marketed by showing people how much fun they are to play. Our campaign would do the opposite. We’d tell people their strategies would never be good enough to win so don’t bother.

Our idea centered around giving the game’s villain – the great Dr. T – a super weapon that would be impossible to beat.. From Christmas Day until the super weapon launch on January 15th, Dr. T spent his time doling out sick burns through social media channels including youtube, twitter and Facebook.

The game is global so executions were created in nine different languages and ran in markets all over the world. All of the work launch globally on Christmas day and the promotion continued through the in-game event on Jan 15th until the 22nd when Dr T was defeated. Work ran, online,, websites, videos and social channels (Facebook, YouTube, Instagram, Twitter, and even Craigslist).

Boom Beach jumped from the 14th highest grossing app to the 6th highest grossing app. The campaign garnered over 30 million video views on YouTube.