Title | OVERWATCH IRL |
Brand | BLIZZARD |
Product / Service | OVERWATCH |
Category | C03. Use of Social Platforms |
Entrant | GEOMETRY 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 |
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 |
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.
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.
We believe our entry, ‘Overwatch IRL’, is relevant, because it served as an effective creative solution while fully embracing the viral nature of social media. Moreover, from strategy to creative, every aspect of the entry was designed to provide value to the target group. Therefore, we are confident that our entry lives up to the standard of creative excellence in communications.
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.