Short List
Product / ServiceMONUMENT VALLEY 2
CategoryD05. Multi-channel Experience
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Production TENCENT Shenzhen, CHINA


Name Company Position
Jie Yun Tencent Senior Brand Manager
Beibei Zhang Tencent Brand Manager
Yuying Zhou Tencent Brand Manager
Shu Yao Tencent Senior Designer
Wei Gao Tencent Senior Designer
Zhihai Xia Tencent Senior Designer
Kai Mao Tencent Senior Designer
Xixi Qiu Chocky Planning
Jiacheng Lin Chocky Planning
Jingyi Pang Chocky Planning
Yuxi Ouyang Chocky Planning

The Campaign

Most marketers try to indulge players in the game, whereas we encouraged players to explore real-life architecture and guided them to take the sacred step to a journey of imagination. Research shows that two-fifths of our target audience are not hard-core gamers and more than half of them are females. Meanwhile, most of them dabble in architecture, design, photography, etc., and are active on social media. They are fond of delicate design and latest fashion trends as well as sharing artistic things on social media. As a result, we decided to provide a well-rounded immersive experience to players by using various media and platforms to inspire their imagination, including a lifelong creative billboard, AR games, offline interactive space with 3D projection, and solicitation of their own ideas.

Creative Execution

First, we found a residential building in Spain, La Muralla Roja, which resembles architecture in the game. Then we designed three interactive walking routes to transform it into the “Monument Valley in reality.” Through AR game on site, more people have visited and interacted with the building. Second, we brought Monument Valley to your side. By using 3D projection, we created a Monument Valley themed interactive space, which consisted of five areas. Third, we launched a social media campaign called “Create the Monument Valley in Imagination.” It invited players to capture the intriguing architecture around them with cameras and paintbrushes. With players’ rich imagination, every building could become Monument Valley.

Indication of how successful the outcome was in the market

1. Over 5 million people have played the AR game and nearly 100 thousand people have visited the interactive space. 2. More than 15 million people have joined discussions or contributed content about monument valley on social media. 3. 20 million downloads of the game.