OVERWATCH IRL

TitleOVERWATCH IRL
BrandBLIZZARD
Product / ServiceOVERWATCH
CategoryE04. Response / Real-Time Activity
EntrantGEOMETRY GLOBAL KOREA Seoul, SOUTH KOREA
Idea Creation GEOMETRY GLOBAL KOREA Seoul, SOUTH KOREA
Media GEOMETRY GLOBAL KOREA Seoul, SOUTH KOREA
Production GEOMETRY GLOBAL KOREA Seoul, SOUTH KOREA

Credits

Name Company Position
Jihoon Park Geometry Global Korea Creative Director
Jangsoon Hwang Geometry Global Korea Senior Art Director
Albert Suh Geometry Global Korea Digital Content Manager
Jeaho Yoon Geometry Global Korea Art Director
Philip Park Geometry Global Korea Senior Copywriter
Heayoung Park Geometry Global Korea Senior Copywriter
Jaejoon Shin Geometry Global Korea Account Manager
Daniel Kang Geometry Global Korea Account Director
Keunha Cho Geometry Global Korea Account Executive
Soo Han Geometry Global Korea Digital Account Executive
Usuk Li Geometry Global Korea Creative Director

The Campaign

Overwatch fans had been waiting for the launch announcement for years. Therefore, we needed to promote the launch in the most Overwatch-esque way possible, with its characters and a unique story. The idea was for fans to unknowingly log characters’ journey to the event online. We used a basic story relay structure to create series of content that not only highlighted characters’ unique personalities in a real-life situation, but also gradually provided clues about the launch event. It was an Interactive Real-time Log; or as we like to call it, Overwatch IRL.

Creative Execution

We set up a new non-branded twitter account to make our content to feel more genuine and used trending yet unique hashtag to gain exposure in the beginning. After our first tweet, which took off with the fans, we kept creating new story based on people’s comments and reactions to the post with 24-hour interval between each post. Overall, we created total of 10 tweets made of Overwatch characters, fans’ story and launch event information.

Our special video reached more than 10,000 views. The 10 images uploaded on Twitter eventually reached 520,000 impressions and generated 42,000 interactions on hundreds of media platforms by thousands of people. This excitement led high foot traffic at the launch event, driving 20,000 fans to the launch event. With the successful launch event, Overwatch now became the most enjoyed online game in Korea.

Through research, we found out there was a very active community of Overwatch fans on Twitter. So utilizing twitter as main platform, we set out our strategy, which had three main components. Firstly, we wanted to maximize the virality and interactive nature of Twitter. Secondly, we wanted to provide value to fans by giving what they like the most, a genuine story. Lastly, we wanted fans to get involved. Our strategy was to create series of tweets that is interactive, real-time and participatory to engage with more fans quickly.

Links

Social Media URL