The video features Coach (played by Andy Samberg) calling upon a cast of key Monster Strike characters at half time including Cthulhu, Crabotron and Freekfrogg to keep people from drifting apart. “It’s ugly out there”, Samberg says, noting that mobile platforms have been separating people and not bringing them together.
With a rallying cry “We trust! We bond! We strike!” monsters are initiated to get back in the game with more striking power. The campaign included both long form as well as customized video content targeting multiple segments. The ad campaign largely relies on Facebook as part of its content strategy to reach North American mobile users as users’ expectations for quality content soars.