james arthur game

Earlier this month, we wrote about a marketing campaign for Ministry of Sound that made inventive use of Instagram Stories to create a motorbike-racing game – with fans tapping to avoid obstacles and ravines (i.e. to move to the next story post).

Now the digital agency behind that campaign, F-That, is at it again – this time for artist James Arthur. It’s created a Super Mario-style game (except with Arthur rather than a moustachioed plumber) with a similar obstacle-avoiding structure.

In this case, the game also has a charitable angle, via a partnership with mental health charity SANE and the NHS Charities Together’s Covid-19 appeal. It debuted on MTV UK’s Instagram profile, before moving to Arthur’s and F-That’s channels.

It’s part of a wider ‘Safe Inside‘ campaign launched for Arthur, with a song of the same title, limited-edition merch and a downloadable colouring book.

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Stuart Dredge

Music Ally's Head of Insight

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