Monument Valley II is an illusory adventure game of impossible architecture.

It is not only a manifestation of art and design, but also an inspiration for players to explore the geometrical beauty of the world.

We intended to create an integrated experience for our players so that they could have a better understanding of the game and its artistic style, and be inspired to explore the game with their unique perspective.

In order to facilitate a deeper understanding of this dreamlike game, we created dreams in reality for players, and encouraged them to take the sacred step that explore more wonderful buildings in the real world.

1.Through an AR game, players can explore the Monument Valley in reality with their fingertips;

2.By using 3D projection, we brought the authentic Monument Valley to the players;

3.Created a space online to encourage players to build their own Monument Valley.

Players would establish a deeper understanding of the game by participating in several branded games from online to offline, an understanding that makes the game experience more meaningful.

Research shows that two-fifths of our target audience are not hard-core gamers and more than half of them are females. Meanwhile, most of them dabble in architecture, design, photography, etc., and are active on social media. They are fond of delicate design and latest fashion trend as well as sharing artistic things on social media. As a result, we decided to provide a well-rounded immersive experience to players by using various media and platforms to inspire their imagination, including a lifelong creative billboard, AR games, offline interactive space with 3D projection, and solicitation of their own ideas.

The first step, we found a residential building in Spain, La Muralla Roja, which resembles architecture in the game. Then we designed three interactive walking routes to transform it into the “Monument Valley in reality.” Through AR game on site, more people have visited and interacted with the building.

The second step, we brought Monument Valley to your side. By using 3D projection, we created a Monument Valley themed interactive space, which consisted of five areas.

The third step, we launched a social media campaign called “Create the Monument Valley in Imagination.” It invited players to capture the intriguing architecture around them with cameras and paintbrushes. With players’ rich imagination, every building could become Monument Valley.

Through those branded games from online to offline, we created a 360-degrees imagination journey for the players.

1.More than 5 million people had played the AR game, and over 2 million people had visited the real-life interactive space.

2.Not only had players experienced the dreamland in the game through interactive marketing, but also had more than 50,000 people created their own version of Monument Valley.

3.Yearning for the impossible world, over 20 million players had downloaded the game.

4.Through steps of brand experience, the younger generation acquired overall comprehension of the game as well as the spirits of it. Thus they would be more interested in exploring the beautiful architecture in the real world.