Mario & Luigi

We made a TV spot in which we let fans of the game tell us about the strange storyline.

We also made expandable digital ads with a strange call to action that hints at the plot of the game.  
Apparently saying "This banner sucks" is a good way to get kids to click--this ad performed very well.
Here's a live link

 

Another cool piece of this campaign was the Out of Home component.  In the game, Mario and Luigi and their entire world get sucked inside Bowser--the worst villain in the game.  We thought a good way to show the required game footage would be to actually display the video in Bowser's stomach.