The Lunar Dial was a new board game entering a crowded market with no existing audience to market to. It had a distinct aesthetic and a clear niche, but without shelf presence yet, awareness and pre-sale demand had to be built entirely through digital and earned channels before the game ever reached retail.

NMDP needed to grow brand awareness and drive bone marrow donor registrations among younger audiences. The challenge was creating urgency around a cause most people have never personally encountered, at the most crowded media moment of the year.