Software developer Niantic has just unveiled a new campaign to promote its latest mobile game, an AR spinoff to Capcom's best-selling Monster Hunter franchise.
Helmed by creative agency Barrett Hofherr, "Hunt Anywhere" highlights the game's ability to bring people together outside while immersing them in the world of Monster Hunter Now.
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According to Archit Bhargava, Senior Director of Product Marketing at Niantic, the initiative follows the game's initial success in Japan, and aims to encourage players to step outdoors to play the game.
The current campaign also includes an appearance from YouTube personality MrBeast, who launched a partnership with the game late last month.
✨ Monster Hunter Now x MrBeast Challenge is now LIVE ✨
— Monster Hunter Now (@MH_Now_EN) July 27, 2024
It's time to take on some quests, hunters. 👊 During this challenge, you will need to follow MrBeast's instructions to earn a ton of in-game rewards, play now to find out! pic.twitter.com/j8t1pqboXZ
Additionally, players who embark on the YouTuber's special questline can recieve exclusive in-game MrBeast branded items.
Known best for developing the immensely popular mobile game Pokemon Go, Niantic has also developed several other AR games based on popular franchises, including Pikmin Bloom and the now-defunct Harry Potter: Wizards Unite.
As of today, Monster Hunter Now has reached 15 million global downloads within just six months of its launch, captivating users with the thrill of the hunt.
The game shows no signs of slowing down, constantly launching new content, features, and updates to keep players coming back for more. Its newest feature, Dimensional Link, enables players from all over the world to play together.
#MHNow x #Ayase collab!
— Monster Hunter Now (@MH_Now_EN) August 19, 2024
Be among the first to hear an original song composed/written by Ayase and co-composed/arranged by Yasutaka Nakata by clearing quests starting Aug 27th, 9am (must be HR 11) 🎧✨
AND we'll share an item code if we hit 5,000 reposts across EN/JP channels! pic.twitter.com/L91vTfpaMI
Earlier today, the game announced an official collaboration with Japanese musician Ayase, giving players the chance to hear an original song written exclusively for the game.
The campaign runs in the U.S. across digital on Roku, as well as social media.
On the Hunt, Everywhere
A main spot opens with a young man running after a train that he just missed.
With a couple of minutes to spare before his next train arrives, he opens the game and immerses himself in an epic hunt, as the scene cuts to in-game footage.
The same thing happens to a woman on an awkward first date. She turns on her phone and gets sucked into the world of the game, bringing her date with her.
Several other players embark on their own hunts, including a grandmother and her grandson at the mall, two friends in line for a food truck, and hilariously, a priest presiding over wedding vows.
The spot ends with a set of four friends meeting up at a park. One friend says "what now?" as the group turns to a giant statue of a Teostra, which transports them to their next hunt.
Earlier in May, Capcom unveiled a trailer for Monster Hunter Wilds, the latest game in the mainline franchise.
