Created by Imangi Studios in 2011, the pulp adventure Temple Run is one of the most popular mobile games of all time, garnering over a billion downloads to date. Placing you in the running shoes of an explorer, you must survive a labyrinthine wonderland and a relentless demon monkey to escape with you lives and the priceless Golden Idol.

Eager to evolve into a media franchise, Imangi asked us to plot the course and expand their story universe across a series of new characters and game environments, finally answering big questions like who created the Temple, what was the Idol, why did runners come here, and if can they escape.

Producing a 150+ page story bible complete with original world mythology and cast back stories, Imangi was ready to enfranchise like never before. Challenge was, how could Imangi rekindle fandom and drive new and old fans alike to take the plunge? The solution – A Demon Monkey doing yoga.

Partnering with Psyop and No Mimes Media, two world-renowned creative agencies, we implemented a launch strategy for Frozen Shadows, the first major game expansion released in December 2014. The strategy was simple. Target their 11MM Facebook fans with viral content that kept Temple Run top-of-mind during the holiday season.

With the help of Jim Henson’s Creature Shop, we brought the game’s iconic Demon Monkey to life in a series of viral videos. Rather than a serious adaptation, the shorts injected a fresh and unexpected layer of comedy to the franchise, welcoming fans to visit a Demon Monkey during his day off. What happens when he’s off the clock? Turns out he gets his nails done, goes to yoga, visits his newborn at the ward, and tries to enjoy life’s simple pleasures… until someone shows up and steals his Idol, that is.

Our surprise & delight campaign was designed to inspire fans to seek out and share our videos, which reminded them about new game updates and inspired them to spend more time with Demon Monkeys during the holidays.

The videos released throughout December 2015, targeting YouTube and Facebook with paid ads prompting viewers to play the game. Psyop then took over Imangi’s social accounts to drive community management and foster conversation. The series ended with a “Making of” feature to drive press coverage and celebrate the technical innovation behind the series.

THE RESULTS:

• Over 20 million video views on YouTube and Facebook thus far with a 300% increase in YouTube channel subscriptions.
• A dramatic increase in shares, engagements, and overall social media traffic, just as the new expansion for the game released.
• Notable media coverage from top media outlets such as MSN, Mashable, Touch Arcade, Mental Floss, iFanzine, and more.
• A change in the social media conversation, shifting from purely corproate updates to a deeper personal connection with fans.
• A shift in brand perception, bridging the gap from “just a game” to an entertainment franchise and lifestyle brand.
• One very happy Demon Monkey.