With the 85th anniversary of Marvel approaching, Scopely - the #1 mobile games company in the US and makers of the beloved mobile RPG MARVEL Strike Force - knew they had a prime opportunity to honor the franchise’s rich legacy while engaging long-time fans and appealing to new potential players.
To accomplish this, they developed “Dream On” - a groundbreaking campaign that established a new creative pillar for MARVEL Strike Force, leveraging premium live-action storytelling to connect with Marvel lore fandom that bridges ages and generations. By blending cinematic storytelling with high-stakes gameplay, the project aimed to immerse players in an experience that reflects the excitement, heroism, and legendary characters of the Marvel universe.
Bringing this vision to life required tapping into nostalgia to tell emotionally resonant stories that are true to the magic and wonder of Marvel. The team also tapped actors across generations that could capture the essence of what has made Marvel super heroes an enduring part of culture, while remaining authentic to Marvel’s storytelling and MARVEL Strike Force’s dynamic gameplay.
The campaign centered around a high-impact series of videos that seamlessly integrated Marvel’s iconic heroes with the game’s strategic, fast-paced battles. The team combined in-game footage with CGI to create an immersive experience that balanced epic action sequences, reinforcing themes of teamwork and heroism.
Throughout development, the biggest challenge was maintaining the authenticity that Marvel fans expect while pushing creative boundaries. Every frame, animation, and sound design element was meticulously crafted to reflect the energy and excitement of the Marvel universe.
This campaign was more than just a tribute—it was a strategic move to solidify Marvel Strike Force’s position as a leader in the mobile RPG space, appealing to both dedicated players and the broader Marvel fanbase.
“Dream On” Live-Action Campaign, a groundbreaking creative test aligned with Marvel’s 85th Anniversary. This was more than just a user acquisition initiative; it established a new creative pillar for MARVEL Strike Force. This campaign leveraged premium live-action storytelling to connect with a wide range of gaming ages and Marvel lore fandom that bridges ages and generations, making it the fastest-scaling creative in the company’s history. It achieved the #1 spending position on Google in just six days, reached 40% of Meta’s ad spend in two days, and became the #1 campaign on TikTok within a day. More than just a user acquisition initiative, this campaign established a new creative pillar for MARVEL Strike Force, seamlessly integrating in-game experiences like the promo code “DREAM” to deepen engagement and drive sustained player retention.
The campaign successfully became the fastest-scaling creative in the company’s history, staking its claim as the #1 campaign on TikTok within a day. By blending nostalgia with modern gaming innovation, the project resonated deeply with fans, reinforcing their connection to the franchise and driving engagement within the game.
The campaign’s high-quality execution and compelling storytelling generated significant excitement, strengthening Marvel Strike Force’s brand identity and positioning it as a top choice for Marvel enthusiasts. By immersing players in a cinematic, action-packed experience, Scopely not only honored Marvel’s past but also showcased the future of interactive storytelling in mobile gaming.
