Korean-based mobile game developer Com2uS was looking to introduce its international hit Summoners War to the U.S. market. Com2uS turned to Cashmere Agency’s expertise in youth culture engagement to come up with a creative strategy that would allow the franchise to stand out in the competitive mobile gaming landscape.
We developed and launched Breaking the Barrier, a large-scale 360-campaign that would refresh the Com2uS brand to resonate more strongly with U.S. consumers, in turn increasing sales for Summoners War. On the ground, we commissioned renowned street artist Meggs to paint a massive mural, located in the heart of DTLA’s Arts District, to promote the game. Digitally, we oversaw site design for the official Summoners War website. We cast and leveraged high-profile Vine influencers, such as Jake Paul, to promote the game through teaser spots, as well as produced original branded content alongside YouTube production group Rooster Teeth. All this lead up to the official Summoners War commercial, which aired across network television everywhere.
Breaking the Barrier Case Study
Summoner’s War: Breaking the Barrier (Official Commercial)
Party Crasher (Teaser for Summoner’s War featuring Vine star Landon Moss)
Fried Petunias (Teaser for Summoner’s War featuring Vine star Jake Paul)
Summoner’s War: Street Level Up, featuring renowned artist and muralist, Meggs
Breaking the Barrier mural, located in the heart of DTLA’s Arts District