Destroy the Evidence

THE CHALLENGE: Zynga is known for online social games like FarmVille and wanted to re-active 1.8 million male gamers who had lost interest and dropped out of playing Mafia Wars. The problem was, we had to reach this tech-savvy male audience who doesn’t respond to typical marketing hype with a stunt never attempted before in this category. And so, our “Destroy the Evidence” campaign was born.

THE RESULTS: In just 8 weeks, we brought the “Mafia Wars” online game into real life with videos, banners, armored truck activations, wild postings, fake money sprees and an explosive ending in the desert of Las Vegas. This resulted in 2.2 million re-activated and new gamers combined, along with 84 million newsworthy impressions. And our live detonation broke viewer records for a one-time live event with more than 2 million views globally.