Swipe Right

Goat Simulator 3 X CATAN

Goat Simulator X CATAN: The mystery of the missing sheep

Swipe Right created a social-first body-swapping farmyard whodunnit that delighted and confused fans of the Goat Simulator and CATAN brands for April Fool’s Day. The silly social-first creative achieved serious results: 100+ articles, and spikes in players and social followings.

In April 2023 CATAN approached Coffee Stain looking to partner with them for an April Fool’s collaboration. Swipe Right designed a compelling narrative led campaign centering on a multi-day mystery of CATAN’s famous sheep going missing.

We worked closely with the Coffee Stain and CATAN teams to develop a cross-team strategy amplifying both brands and maximising PR potential. Following our creative, CATAN’s team removed their sheep from key in-game elements to kick-start the mystery, sharing the news on their social channels.

On April Fool’s Day we revealed that the sheep had been found in Goat Simulator 3, appearing as a new permanent playable character. We supported in drafting social copy between Goat Simulator and CATAN’s teams on Twitter to craft the narrative of the reveal, welcoming the sheep to Goat Simulator 3 and facilitating the second half of the cross over whereby Goat Simulator’s Pilgor would vacation in CATAN’s digital titles to fill in the position held by the sheep until a ‘replacement’ could be found. To commemorate Pilgor’s time in CATAN special physical versions of the resource card featuring Pilgor were created and gifted to CATAN influencers.

The news was packaged in a pun-tastic press release resulting in 104 articles across 18 territories with a global reach of 703 million. We hit big mainstream and gaming outlets including The Gamer, Polygon, The Loadout and MSN. We saw significant spikes in social engagement on both Coffee Stain and CATAN’s channels and saw increased numbers of online players in both titles.

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