Looney Tunes Crush-a-Thon

8 Hours live from the ACME Test Lab as the audience decides what we crush next with a 150lb anvil.

Client

Scopely

live stream
design
direction
live action
narrative
viral

Project Overview

The Brief

Looney Tunes: World of Mayhem is a wild, mobile RPG full of cartoon violence and zany battles between the iconic characters from the classic cartoons. Our goal for launch day was to create a mayhem-filled, buzzworthy experience full of joyous destruction that would make some noise across the Internet, driving initial downloads.

What if we gave fans an exclusive look into the ACME Test facility, a full work shift, eight straight hours LIVE from the lab as we look into a day in the life of the ACME product testers as they put the newest product through their paces?

Play

Our Approach

Preparing for an eight-hour live, improvised broadcast is no small feat and we made sure we were prepared.

We brainstormed epic lists of the most ridiculous and satisfying props we could imagine smashing and plotted out a day in the life of our test lab employees broken down to 20 minute increments. We created a detailed backstory for the characters and built brackets pitting each prop against a worthy opponent that the audience could vote on, deciding what crazy thing they wanted to see smashed next.

Production Design

Introducing the Turbo Anvil 3000®

The Anvil Machine was of course critical to the success of our stream. We needed a cool looking device that didn't overshadow our anvil but also could hold up to the rigors of upwards of 30 drops over eight uninterrupted hours. A motorized pulley system allowed us to raise and lower it and an electromagnet held it in place. Then we gave it a nice coat of paint and got to work on the details including fictitious work orders and test analysis reports.

The Numbers Are In

Our 8-hour livestream was a stunt unlike any other. Irreverent, full of destruction and the kind of i-can't-believe-they're-doing-this spectacle designed to go viral.

Turns out, people love to watch things get crushed. With over 2.5 million live stream viewers and 6 million impressions, fans from around the world joined us for a day of mayhem.

Crushathon Impressions
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Live Stream Viewers
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App Store Rank on Launch
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Credits

ACME's Unsung Heroes