Our objective was to drive mass awareness of the newly released game and ultimately drive significant downloads that introduced Crash to a new audience that may interact with him differently as an IP.

King challenged us to use multiple verticals and platforms to encourage audiences to download the game across various territories.

Activating with a range of Hero - Micro-influencers to create a range of dedicated & integrated content across multiple platforms. We accepted the challenge to make the content relevant to the influencers pages whilst keeping Crash's wacky persona as a character throughout the campaign.

Our content also had to play the role of educating audiences and prospective players of the dynamics of the game and how it was different to the older generations of Crash.

Success would ultimately be the initially engaged audience from influencer content at launch and measured by downloads and active game players.

Our headline creative to kick off the campaign was playing Crash Bandicoot: On The Run, whilst being 'On The Run'. We contracted Hero influencers in each key market to deliver this creative and supplied them with treadmills allowing them to be 'On The Run' whilst playing the game. We also provided bespoke foam items from the game, created to help add another branded element to the creative.

We further supported these Hero creatives with other Macro & Micro influencers to create supporting video content highlighting the USPs of the game whilst showing off the immersive gameplay in the best possible way.

The third phase would be to leverage sporting personalities alongside influencers in the campaign.

With over 120 influencers contracted as part of the launch, we wanted to make Crash Bandicoot: On The Run an unmissable game, literally and figuratively.

With the game launching on 25th March 2021, King tasked us with activating influencers across five key markets – UK, USA, India, Brazil and Mexico – to hype up and celebrate the arrival of one of the 20th Century's most recognised IPs on the mobile gaming scene.

We took the brief away and worked with the strategy team to devise creative concepts that would deliver bespoke content to each influencer whilst also remaining connected to the broader campaign across all markets and key platforms, including YouTube, Twitch and Instagram.

Our insights team ensured that we fully understood the cultural differences across the territories we're delivering with detailed research into platforms, creators and the target consumer demographic. This strategic approach to the campaign helped guarantee the success of each activation globally.

Our headline creative to kick off the campaign was playing Crash Bandicoot: On The Run, whilst being 'On The Run'.

We contracted Hero influencers in each of our key markets, who got into the complete narrative of the game whilst running on the supplied treadmills and challenging friends to stay on for however long they could or challenging to do a distance in a specific time.

Additional Macro & Micro creators on YouTube, Instagram and Twitch, created supporting content. These influencers worked as the glue between the Hero's and the audience, ultimately driving daily downloads.

We purchased the rights to some of the best performing influencer content, taking the best performing content to new levels through a targeted paid strategy.

We secured 17 sporting talents for the launch from the NBA and IPL, including Joel Embiid and Suresh Raina.

With over 120 influencers contracted as part of the launch, we wanted to make Crash Bandicoot: On The Run an unmissable game, literally and figuratively.

Across a 72-hour launch period, over 100 influencers across five key markets helped produce over 570 unique pieces of content, delivering over 60 million video views.

Other results include: 92,000,000 impressions and 911,399 tracked clicks.

We were ultimately able to drive over 1 million organic tracked game installs to date from our organic influencer and sports talent content – which is still climbing!

As a result, Crash is currently the fastest app to hit 20 million installs globally and is a significant feather in the client and agency's cap.

We also analysed the sentiment from the comments left behind by audiences. 46.6% of them said they were aware of the game coming out, and over 20% said they would pre-register or had the intent to download the game.

We remain incredibly impressed and proud with the results, as is the client.