While the mobile game The Battle Cats seems rather cute on the surface, it grows ever more challenging the further you progress, requiring significant skill and strategy. So much so, that players often get stuck on levels, again, and again. Eventually giving up on the game altogether. Tapping into the game’s offbeat humour, we found a way to help these stuck gamers even when it seemed like all hope was lost, by giving them someone to turn to… The in-game character, Cat God. In Japanese, the symbols for ‘cat’ and ‘God’ are just one stroke apart. So we emulated religious-style posters around Tokyo, mysteriously heralding Cat God’s arrival. Then, we officially launched The Cat God Helpline, an interactive service where players could talk to our feline deity, empowering them with the knowledge to triumph over their challenging levels. Players could engage with Cat God across multiple channels, receiving in-game salvation, strategic advice, rewards, and plenty of laughs. Finally, we gave fans a chance to speak to him through a real-world phone booth, dropping clues about its location on social media. Soon, gamers and influencers were sprinting around the city to find it. And our results were nothing short of divine.