A CLOAK-AND-DAGGER...WITH EXTRA DAGGERS

A CLOAK-AND-DAGGER...WITH EXTRA DAGGERS

Marketing Campaign

A SLY, SPECTACULAR HERO REVEAL WORTHY OF A STEALTH ASSASSIN

Heroes of the Storm's newest character, Valeera, required a reveal worthy of her stealthy skills. To generate buzz for her arrival, we let her do what great assassins do: assassinate her own reveal.

While Valeera likes to work in the shadows, we needed the announcement of this fan-favorite character to be anything BUT covert. Like our assassin, we knew we had to kill it. Our goals:

  • 1) Shock and awe a social community who thought they new the brand’s playbook
  • 2) Tease the game’s newest hero without creating an all-out ARG mystery
  • 3) Engage fans unfamiliar with Valeera’s lore while exciting fans intimate with her backstory

Full of sass, stealthiness, and surprise, our campaign played on Valeera’s most recognizable and revered traits. Ultimately, she revealed herself with unapologetic badass-ness, slashing through the NewsFeeds of fans with a warning that she was about to take center stage — and nothing could stop her.

Valero Reveal - Marketing Campaign
Client
Blizzard Entertainment
Project
Valero Reveal - Marketing Campaign
What We Did
  • Marketing
  • Video
  • Social Management

A REVEAL THAT WAS ANYTHING BUT STEALTH

Valeera might’ve tried to stop her own reveal, but the social stunt catalyzed excitement amongst fans and gaming journalists alike, generating millions of impressions across social channels and even more from earned media outlets.

Results
  • 4.6 MILLION Impressions
  • 7000+ Likes, Shares, and Engagements
  • Extensive Earned Reach from Reddit and gaming sites like Gosu Gamers and The Meta
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