THE UNLISTED CANDIDATE NO. 10 NOVA

TitleTHE UNLISTED CANDIDATE NO. 10 NOVA
ClientBLIZZARD ENTERTAINMENT
Product / ServiceHEROS OF THE STORM
CategoryC02. Use of Social in a PR campaign
EntrantM'ORANGE DIGITAL BRANDING AGENCY Taipei, CHINESE TAIPEI
Entrant Company M'ORANGE DIGITAL BRANDING AGENCY Taipei, CHINESE TAIPEI
Advertising Agency M'ORANGE DIGITAL BRANDING AGENCY Taipei, CHINESE TAIPEI

The Campaign

CHALLENGE: After the Sunflower Movement, Taiwan’s young people became passionate about politics, and everyone wanted to make a change. Thus, the election for mayor of Taipei city became the society focus. At the same time, Blizzard’s new game was going on the market. How would it be all the rage and have the great impact? IDEA: The Unlisted Candidate No. 10 NOVA EXECUTION: By allowing the heroine of the game to become a virtual mayor candidate online, she had posters and flags, solicited votes on the streets, and aired campaign advertisements, just like any other candidate. Video clips and photos were posted on Facebook for fans to see and interact with one another, and she also created all sorts of social network activities. With the impact of these efforts, the game’s popularity increased and close interactions between the game characters and fans were achieved. RESULT: According to media measurement, within 14 days, the game characters’ number of fans on her fan page went from zero to more than 5000. Facebook postings were viewed by more than 500,000 people, and over 1,300 comments and sharings by fans were made.

The Brief

Build up the awareness of Blizzard new game HEROS OF THE STORM.

Results

According to media measurement, within 14 days, the game characters’ number of fans on her fan page went from zero to more than 5000. Facebook postings were viewed by more than 500,000 people, and over 1,300 comments and sharings by fans were made.

Execution

By allowing the heroine of the game to become a virtual mayor candidate online, she had posters and flags, solicited votes on the streets, and aired campaign advertisements, just like any other candidate. Video clips and photos were posted on Facebook for fans to see and interact with one another, and she also created all sorts of social network activities. With the impact of these efforts, the game’s popularity increased and close interactions between the game characters and fans were achieved.

The Situation

After the Sunflower Movement, Taiwan’s young people became passionate about politics, and everyone wanted to make a change. Thus, the election for mayor of Taipei city became the society focus. At the same time, Blizzard’s new game HEROS OF THE STORM was going on the market. How would it be all the rage and have the great impact?

The Strategy

Youth action for politics gave us the leverage to turn the heroine of the game into a virtual mayor candidate online, and to boost growing awareness and interest toward the new game for those young online gamers of DOTA.

Credits

Name Company Position
Nita Shih M'ORANGE Digital Branding Agency Account Director
Kevin Chen M'ORANGE Digital Branding Associate Account Manager
Jacky Wen M'ORANGE Digital Branding Agency Creative Director
Ron Yang M'ORANGE Digital Branding Agency Associate Creative Director
Pulan chen M'ORANGE Digital Branding Agency Creaive Intergrator
Ian Zhan M'ORANGE Digital Branding Agency Senior Designer