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Brawl Stars
An interactive story
scavenger hunt
For Brawl Stars' 5th anniversary, we launched a six-week story scavenger hunt that attracted 130 million views with $0 media spend, driving player numbers to a three-year high. Here’s how we did it.
We launched Starr Park CCTV as an interactive space designed to look like Starr Park’s security room. This mysterious time portal hidden within the game’s home screen took players back to the game's theme park setting in 1995. There they could watch unreleased live footage from the past and piece together answers about the game’s origin story.
Fans hacked the site; and we responded with a launch video denying the existence of a CCTV Room.
Players hacked our staging site and leaked pictures on X before we launched the experience. So we created a response video from the suspicious voice of Starr Park management denying the existence of such a security room and used it as our launch promo. Playerwent nuts :)
Hidden Codes
Once the experience went live we kicked off a scavenger hunt for fans by dropping time codes across Brawl Stars social posts which could be used to unlock major story sequences and secrets of the Starr Park.
Emergency Calls Voicemail
Over six weeks, players sifted through 55 hours of animation and used hidden time codes from social media to unlock major story drops, while exploring security logs and voicemails in the room.
Here are some behind the scenes images from the making of the experience
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