King tasked us with creating excitement around the launch of Alphabetty, in a way that stayed true to the game’s ethos of being about cheese, letters and adventure.
We asked ourselves one simple question: what would happen if we were to create the weird and wonderful universe of Alphabetty in the real world?
We devised a larger than life campaign that encapsulated the world of the game. 20 foot letters that appeared to be made out of cheese landed on London’s South Bank and New York’s Times Square and the story continued online where we took King fans on a journey to discover more letters, brought to life in social media.
Over the space of two weeks the campaign launch video was viewed 800,000 times, the activity reached nearly 13 million people on and offline and the campaign helped the game rise to the top spot in the app store.