HOW WE HELPED MONSTER HUNTER MOBILIZE (ON MOBILE)
Social Campaign
A MONSTROUS CAMPAIGN.
Monster Hunter has been around for over 20 years and amassed millions of players around the world — but now it was coming to mobile, and in a new way: AR.
To hit the field in an all-new format, players needed more than just the best gear and a little luck to take on a wilderness filled with behemoths. They needed veteran know-how. They needed guts. They needed each other.
In partnership with Niantic and Capcom, we embarked on building a new community — a place where players could connect, learn, and mobilize for their hunts.
With the following core goals in mind, our campaign executed through stages, a multi-year rollout that rallied core fans of Monster Hunter and introduced new fans to the game:
- 1) Establish a unified voice that reaches all segments — unique from other Monster Hunter titles
- 2) Educate new and existing players on the ins and outs of the ever-evolving, tech-led game
- 3) Engage fans across all touchpoints, creating a vibrant experience online and off
- 4) Excite players with unique, evergreen, and timely content authentic to Monster Hunter
Client Niantic
Project Monster Hunter Now
What We Did
- Strategy + Copywriting
- Campaign + Engagement
- Social Content
- Copywriting
- Partnership Activations
MONSTER HUNTING, NOW
Every monster hunter needs a good monster hunting manual — both in the field, and on social. Long before players joined us in-game, we focused on crafting an operational content pipeline, brand voice, and social presence worthy of a franchise with 20 years of history.
PART 1: IMMERSION
Foundational category and competitive research propelled our best practices, visual ID, and social playbook, which informed content strategy across all platforms.
PART 2: EXECUTION
Critically, the tactical plan was developed and revisited with Niantic and Capcom, ensuring a smooth operational pipeline for all stakeholders, including our counterparts in Japan.
EDUCATIONAL CONTENT
A hunter must know their prey. We developed ongoing educational social series to inform and engage fans, turning game mechanics and moments into unmissable content which taught players how to unlock their best, most equipped hunter.
"Monster Weaknesses"
This handy how-to showed new and seasoned players where and how to take down new monsters in the wild.
"Did You Know?"
We welcomed new players with a series of practical tips and tricks ranging from in-game mechanics to player benefits.
"Monster Riddles"
Playful, high-engagement teasers challenged players to guess featured monsters from a series of clues.
"Weapons Galore"
This ongoing series showcased weapons in a faux "museum," highlighting unique features and encouraging fans to share their own tips.
"AR Challenges"
To celebrate the launch of new monsters, we shot them in the wild, in AR — highlighting the game's features and tech, while also driving UGC.
MRBEAST X MONSTER HUNTER NOW
There's not much bigger than a Diablos... well, except MrBeast's arrival in-game.
To support MHN's collab event with MrBeast, we helped develop and deploy social promotional assets that featured the event's special skins and unique weapons, targeting casual fans with content and custom, co-branded promotional assets.
PLAY ON SOCIAL
MHN brings Monster Hunter to mobile. Our interactive IG Stories brought MHN to social, giving players a taste of the split-second decisions made during a hunt.
WANTED POSTERS
Mirroring the game's reality-blending approach, we created digital "Wanted"-style posters that encouraged fans to find and hunt specific monsters. As an ongoing series, the transmedia posts drove buzz for new monsters as they released.
SOCIAL HOLIDAYS
Pairing cultural holidays with in-game content helped do what MHN does best: naturally connect real life with the world of the game.
"Valentine's Day"
Leaning into the "King and Queen of the Skies," our Valentine's Day post showed how Monster Hunter Now can be a love language in and of itself.
"Lunar New Year"
What better way to celebrate the Year of the Dragon than with a Lunar New Year post celebrating one of the game's most infamous wyverns?
"New Year's Resolutions"
Combining pop culture, social holidays, and the game itself, we put together Monster Hunter resolutions, asking fans to share their own goals for the game in the coming year.
Partnership Key Art
Our support also included creating larger-than-life hero art assets to help activate partnerships and major campaign beats, including integrations with MrBeast and Discord, Monster Hunter Now's Summer campaign, and more.
