Activision aimed to make the launch of OVERWATCH 2: New Dawn their biggest platform release yet. To achieve this, they needed to widen the game’s appeal and boost its accessibility, reaching new, existing, and lapsed players alike.
We found when it comes to choosing a character, we recognised that gamers didn’t necessarily pick the ‘strongest' or ‘fastest' ones; They tended to choose the character they strongly resonated with, i.e. one that had similar attributes or abilities to their own. So with that, we assembled the A-team.
To promote OW2 as an inclusive, diverse and carefree gaming experience, we focused on its wide range of unique characters. Engaging 5 influencers from varying backgrounds (including music, comedy and sport), we assembled our own group of unlikely heroes - an elite OW2 squad known as the A-team.
By merging mainstream talent with gameplay experts, this content-creator led campaign showed audiences how accessible and easy it is to play Overwatch, even with no prior gaming experience. But we also wanted to ensure there were multiple touch-points for the group to come together, train as a team, learn about the game and become familiar with their characters. That way, they could pass on their Overwatch 2 wisdom to their individual fan bases.
47 pieces of influencer content – 213% greater than campaign KPI
298% higher engagement on our campaign content compared to global launch assets
31 pieces of value-add content – ~$156,478 worth of additional value
Throughout the campaign and ‘training camp’, our creators shared educative and entertaining content (via reels and stories) – encouraging viewers to tune in to the big livestream event, in which they could show off their new favourite heroes and skills.