For Monkey Murder Mystery we created an underground look and feel: dark, urban and edgy. All the different media (stickers, ads, text messages, the assault-viral, banners and posts on forums and blogs) didn’t explain who or what Monkey Murder Mystery was: people had to go and find out. They would find out that Monkey Murder was the main character (and game master) who they had to fight by competing in the game. Only after killing all their enemies (targets) could they finally confront Monkey Murder. People interested in following the game found footage, results, pics and reports on the game on the Monkey Murder website. All these mechanisms resulted in 1100 players actively playing for seven weeks, constant traffic to the website and ongoing rumour around the two brands.

MMM attracted 1100 players in four cities. Within the target group 64% had heard of the game. 96% said they really enjoyed the game and would play again. 86% of the players found the brands and the game a logical match. The game generated EUR 1.2Million worth of free publicity.