Summoners War developer turns to Vine stars and street art to break through to mobile gamers in the U.S.

You can’t just market your free-to-play mobile game with popup ads in other free-to-play apps anymore. You need to stand out with supermodels and huge TV campaigns.

To promote the U.S. launch of its monster-collecting role-playing game Summoners War, mobile publisher Com2us partnered with Vine “influencers” Cody Johns, Landon Moss, and Jake Paul as well as street artist Meggs. It’s available now on iOS and Android for free.