ACTIVISION: OVERWATCH
UNLIKELY HEROES
THE GAME
In the world of Overwatch 2 (OW2), it’s all about one team, one dream. So as much as we all love a Leroy Jenkins moment, this game asks players to fully embrace their chosen roles (as a Tank, Damage or Support character) and work together – as a cohesive unit.
THE ASK
Activision wanted to make the launch OW2: New Dawn (Season 6) their biggest platform launch to date. But to do so, they needed to broaden the game’s appeal and make it seem highly accessible – engaging new, existing and lapsed players.
THE RESPONSE
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 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.
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.
CREATOR CONTENT
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.
VOX POPS
CAMPAIGN HIGHLIGHTS
pieces of influencer content – 213% greater than campaign KPI
47
higher engagement on our campaign content compared to global launch assets
298%
pieces of value-add content – ~$156,478 worth of additional value