As Marvel Studios prepared to release The Fantastic Four: First Steps, Scopely - the makers of MARVEL Strike Force - identified an opportunity to celebrate one of Marvel’s most iconic teams by leaning into the era that defined them. First introduced in the 1960s, the Fantastic Four emerged during a time when optimism, imagination, and retro-futurism shaped popular culture and storytelling.
MARVEL Strike Force, the #1 mobile RPG based on Marvel IP, sought to create a campaign that honored this legacy while standing apart in an increasingly crowded digital content landscape. Rather than relying on traditional game marketing, the goal was to produce a piece of entertainment that felt unexpected, emotionally moving and culturally relevant.
The campaign aimed to:
Ultimately, the objective was to create a moment that felt less like advertising and more like a rediscovery of Marvel’s original family, positioning MARVEL Strike Force as a thoughtful extension of Marvel storytelling within the interactive entertainment space.
The creative strategy centered on grounding the campaign in 1960s-era storytelling, drawing inspiration from the same cultural moment that gave rise to the Fantastic Four. During that period, puppet-led television programs and variety entertainment were a familiar way to present imaginative, science-forward stories with warmth and accessibility.
This approach aligned naturally with the retro-futuristic tone of The Fantastic Four: First Steps, which provided creative permission to embrace an analog, handcrafted aesthetic. Rather than modernizing the Fantastic Four through highly polished or effects-driven visuals, the campaign leaned into a medium that felt era-appropriate and true to the characters’ origins.
Scopely partnered with the iconic Bob Baker Marionette Theater, a cultural institution known for decades of puppetry craftsmanship, to bring Mister Fantastic, Invisible Woman, Human Torch, and The Thing to life as fully realized marionettes. Each character was carefully designed to reflect personality, movement, and team dynamics, translating superhuman abilities into expressive, physical performances.
The video was staged as a vintage television-style production, capturing the optimism, curiosity, and charm associated with mid-century entertainment. Humor and character interaction were prioritized to reinforce the Fantastic Four’s identity as Marvel’s original family, while MARVEL Strike Force was positioned as a modern extension of that legacy.
The team approached the project as entertainment first. Storytelling and craftsmanship led the experience, with brand and gameplay elements integrated naturally and unobtrusively. This allowed audiences to engage with the content on its own terms, encouraging organic sharing and discussion.
Throughout execution, authenticity guided every decision. Creative choices were evaluated against Marvel canon and fan expectations to ensure the campaign felt respectful, celebratory, and aligned with the spirit of the Fantastic Four.
“Isn’t That Fantastic?” created a distinctive cultural moment that reinforced MARVEL Strike Force’s creative voice while strengthening its connection to Marvel’s legacy.
The Fantastic Four integration delivered meaningful growth across the MARVEL Strike Force ecosystem, including a 49% increase in installs, double-digit improvements in mid-term retention, and a 27% increase in D30 regular players compared to recent baselines. These results reflected the campaign’s success in driving sustained engagement and renewing connection with both active and returning players.
The campaign also generated strong organic engagement, driven by its unexpected use of handcrafted puppetry and its clearly defined 1960s-inspired tone. By embracing a physical, analog medium in a digital-first environment, the video stood out across social platforms and encouraged conversation without relying on traditional game marketing conventions.
Beyond visibility, the campaign fostered meaningful emotional connection with longtime Marvel fans and newer audiences alike. The nostalgic storytelling approach made the Fantastic Four feel familiar yet fresh, reinforcing their role as enduring characters within Marvel’s universe.
Why it worked was simple: it respected the source material. By anchoring the campaign in the era that shaped the Fantastic Four and pairing that authenticity with thoughtful craftsmanship and humor, Scopely created content that felt celebratory rather than promotional. The seamless integration of brand, storytelling, and fandom allowed the campaign to function as both a tribute to Marvel’s past and a natural extension of the MARVEL Strike Force universe.