100 MILLION CANS OF CAT FOOD STOLEN FROM PONOS IN BLACK FRIDAY BATTLE CATS RANSOM PLOT

“The Battle Cats” is a weird mobile game, which is what people love about it. So, for Black Friday we embraced the weirdness, creating an even weirder scandal - A group of rejected cats that never made it into the game, “The Outcats,” were out for revenge, stealing 100 million cans of cat food (the in-game currency) and demanding a place in the game. Then, players voted for their favorite Outcat in exchange for cat food. We released lost audition tapes, smear campaigns & influencer campaigns, breaking every promotional record in the game’s history. ‘Trash Cat’ was ultimately voted the winner.

Project delivered in partnership with R/GA Apac and Rumble.