When Zynga set out to launch Star Wars: Hunters, an electrifying new multiplayer battle game set in the Star Wars universe, they needed a campaign that would match the game’s grandeur. This wasn’t just another mobile game release—it was a highly anticipated entry into the beloved Star Wars saga, one that promised high-octane battles, unique characters, and a fresh take on the galaxy far, far away.

The Vision: Bringing the Game to Life in the Real World

In an era dominated by digital advertising, choosing murals as the centerpiece of this launch was a deliberate and strategic move. Unlike fleeting online ads, murals are tangible, larger-than-life, and impossible to ignore. They create a sense of permanence and artistry, inviting people to stop, admire, and engage with the brand in a way that feels organic rather than promotional.

For Star Wars: Hunters, murals were the perfect choice to:

•Capture the scale and energy of the game with massive, immersive visuals.

•Generate organic social media buzz, as people naturally stop to take photos and share them online.

•Bridge the gap between gaming and street art, appealing to a wide audience beyond traditional gamers.

•Create a spectacle worthy of the Star Wars legacy, making the launch an event in itself.

With this vision in mind, we set out to create two breathtaking murals in two of Europe’s most vibrant cities: London and Berlin.

The Locations: Choosing the Perfect Backdrops

London: A City of Culture and Gaming Enthusiasts

London was a natural choice for the campaign, given its rich Star Wars fanbase, its reputation as a global cultural hub, and its deep gaming community. The city’s dynamic mix of history and modernity made it an ideal canvas for bringing Star Wars: Hunters to life.

The chosen location needed to:

•Be in a high-traffic area for maximum visibility.

•Be iconic and easily recognizable to maximize media coverage.

•Have a large-scale canvas to showcase the game’s stunning artwork.

After extensive scouting, we selected a prime location in Shoreditch, one of London’s most creative and visually inspiring districts, known for its street art, vibrant nightlife, and trendsetting community.

Berlin: A Hub for Street Art and Innovation

Berlin, a city renowned for its edgy creativity and deep-rooted street art culture, was the perfect counterpart to London. The city is home to some of the most famous murals in the world, making it an ideal setting for an artistic, large-scale launch.

The chosen Berlin location had to:

•Resonate with the city’s street art and gaming community.

•Be in a high-traffic area, ensuring that both locals and tourists would see it.

•Provide a massive canvas to fully showcase the larger-than-life spectacle of Star Wars: Hunters.

After thorough research, we selected a prominent wall in the Friedrichshain district, an area known for its alternative culture, street art, and gaming hubs. With its industrial-meets-creative vibe, it was the perfect setting to unveil Star Wars: Hunters in a way that felt organic and culturally significant.

The Artwork: A Visual Spectacle

The murals weren’t just advertisements—they were art pieces designed to be immersive, shareable, and visually stunning.

Concept and Design

The challenge was to create an artwork that would:

•Capture the essence of the game—its diverse roster of fighters, high-energy battles, and Star Wars aesthetic.

•Feel authentic to both Star Wars fans and newcomers.

•Encourage interaction, whether through social media shares or in-person visits.

The final designs showcased key characters from Star Wars: Hunters in dynamic action poses, set against a galactic battlefield backdrop. The murals conveyed motion, energy, and intensity, drawing viewers into the world of the game.

To ensure authenticity, we collaborated with Lucasfilm’s creative team to align with the Star Wars visual universe. Every detail—from the color palette to the lighting effects—was meticulously crafted to reflect the cinematic quality of the franchise.

Execution: Bringing the Murals to Life

Executing murals of this scale required masterful craftsmanship. We partnered with some of the best street artists and muralists, ensuring:

•Incredible detail and artistry, making the murals feel alive.

•Use of high-quality, weather-resistant materials to maintain vibrancy over time.

•Precision in execution, ensuring every character looked exactly as they do in the game.

Each mural took several weeks to complete, with artists working day and night, often drawing curious onlookers who shared progress shots on social media.

To generate buzz, we invited top-tier gaming influencers, journalists, and Star Wars superfans to an exclusive unveiling event. These guests got a first look at the murals, as well as exclusive access to behind-the-scenes content and developer interviews.

The result? Widespread media coverage from gaming, tech, and entertainment publications, as well as organic social media virality from influencers sharing their experiences.

Social Media and Community Activation

To maximize engagement, we designed an interactive social media campaign around the murals:

•Photo challenges: Fans were encouraged to visit the murals, take pictures, and share them using a branded hashtag for a chance to win Star Wars: Hunters merchandise.

•Augmented Reality (AR) integration: Using QR codes placed near the murals, visitors could scan and bring the artwork to life, seeing animations of the characters in action.

•Fan art collaborations: We partnered with digital artists to reimagine the mural designs in their own styles, celebrating creativity within the Star Wars fandom.

Live Events and Public Engagement

To make the unveiling even more immersive, we organized live events at both mural locations, featuring:

•Cosplayers dressed as characters from Star Wars: Hunters, interacting with fans.

•Exclusive merch giveaways, including limited-edition posters featuring the mural designs.

•Live gameplay demos, allowing attendees to be among the first to experience the game.

These events transformed the murals from static art pieces into living experiences, drawing in massive crowds and further amplifying the campaign’s reach.

A Campaign That Left a Legacy

The campaign achieved exceptional results, exceeding expectations in both digital and real-world impact.

•Over 10 million social media impressions in the first week alone.

•Thousands of visitors to the murals within the first few days.

•Global press coverage, with features in major gaming and entertainment outlets.

•Strong community engagement, with fans actively sharing their experiences online.

A New Standard for Game Launches

By blending street art, digital media, and experiential marketing, this campaign set a new benchmark for game launches. It proved that even in a digital-first world, real-world activations still hold immense power, especially when executed at this level of scale and artistry.

Longevity and Cultural Significance

Unlike traditional advertisements, which disappear after a campaign ends, these murals continued to attract visitors long after launch. They became part of the cultural fabric of their respective cities, serving as permanent tributes to the game and the Star Wars universe.

Impression

The Star Wars: Hunters mural campaign was more than just a marketing stunt—it was a love letter to the game, the Star Wars franchise, and the fans who make it all possible. By merging gaming, art, and community engagement, we didn’t just launch a game; we created an immersive, unforgettable experience that will be remembered for years to come.

This campaign proved that when marketing is done right, it doesn’t just promote—it inspires, excites, and becomes part of the cultural conversation. In the end, the force was truly strong with this one.

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