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EASTER C&I

COOKIE RUN: KINGDOM

Client

DEVSISTERS

Category

#Launching Campaign

Title

COOKIE RUN: KINGDOM

Services

#BRAND STRATEGY  #CREATIVE  #MEDIA  #INFLUENCER

Once Again, Loved by the Entire Nation

First released in 2013, Cookie Run became a nationwide sensation.
While several follow-up games leveraging the original IP were launched, none matched the impact of the original.

In this context, EASTER developed a campaign under the concept of "The Revolution of 100 Million Cookies Worldwide," clearly differentiating Cookie Run: Kingdom from previous titles within the same franchise and building strong anticipation for its release.

As a result, the game achieved over 10 million downloads globally and reached #1 on both major app markets, reaffirming the enduring popularity of the Cookie Run IP.

  • 10M downloads(including global)
  • No.1 Popularity of the two major markets
  • TOP 5 of the two major markets

Bring a 'Revolution' to Cookie Run

In the minds of many, Cookie Run was still synonymous with the running action genre.

To highlight the distinct differences from previous titles and amplify the launch buzz for Cookie Run: Kingdom, we created main creative content that combined the story of a kingdom within the game with the charming concept of a cookie-led "revolution."

Focusing on Players' Kingdoms

During the early stages of the launch, user interest was particularly high in the kingdom-building content—something entirely new to the Cookie Run IP.
To capitalize on this, we focused our advertising around the kingdom-building feature, highlighting it as a key differentiator from previous titles, Additionally, the tagline "The Era of One Kingdom per Player" was used to create a sense of trendiness and excitement among the target audience.

Maintaining the Momentum of Success After Launch

Following the game's launch, we expressed gratitude to our supportive players by hosting a special promotional event featuring rewards worth 1 billion in-game currency.

EASTER developed the "10 Billion Thanks Celebration" campaign to maintain the game's momentum and ensure continued engagement. The concept emphasized the sheer scale of the event, creating an impactful and intuitive sense of grandiosity for the target audience. This helped sustain the game's popularity during a period when user retention often declines post-launch.

"Cookie-level Gratitude! We're giving back to everyone!"

The main creative brought the beloved in-game cookies into the real world, where they personally delivered gifts. Cookie characters appeared as delivery drivers visiting players' homes and showered the skies with presents—visually capturing the lavish nature of the 1 billion-scale rewards and reinforcing the campaign's celebratory atmosphere.

A Knight Cookie Appears in the Heart of the City?

To amplify the impact of the 10 Billion Thanks Celebration, we developed and executed a comprehensive BTL marketing strategy.

We launched outdoor advertisements in key locations frequented by our target audience, including Gangnam Station, Hongik University Station, and Sinchon Station. The campaign featured a surprise element: random ad placements at these sites. A guerrilla-style event rewarded players who spotted the ads and texted a designated number with real-time prize giveaways.

By seamlessly integrating digital campaigns with this engaging offline experiences, we successfully generated a buzz around the 10 Billion Thanks Celebration, creating a heightened sense of excitement and deepening player connection.

The Hot Spot Turns into an Event Page

With the 10 Billion Thanks Celebration already capturing widespread attention through our main creative and guerrilla event promotions, we further boosted engagement by implementing subway screen door advertisements featuring a product stand concept with integrated QR codes.

This creative approach lowered the barrier to entry for event participation, making it easier and more convenient for users to join the promotion, thereby maximizing involvement and further amplifying the campaign's reach and impact.

Inspiring Players in Everyday Life

For approximately two years following its launch, we ran bus sticker advertisements for Cookie Run: Kingdom. Rather than merely broadcasting game updates and content, these ads featured uplifting and encouraging messages designed to provide comfort and motivation in the daily lives of our target audience.

This thoughtful approach resonated with viewers, generating organic buzz on social media and contributing to a strengthened and more positive brand image for Cookie Run: Kingdom.

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