“The Battle Cats” is a weird mobile game, which is what people love about it. So, for Black Friday we embraced the weirdness, creating an even weirder scandal -  A group of rejected cats that never made it into the game,“The Outcats,” were out for revenge, stealing 100 million cans of cat food (the in-game currency)  demanding a place in the game. Then, players voted for their favorite Outcat in exchange for cat food cans. We released lost audition tapes, smear campaigns & influencer campaigns, breaking every promotional record in the game’s history.