AN ESPORTS LEGEND COMES OF AGE

AN ESPORTS LEGEND COMES OF AGE

Ad Campaign

HOW WE USHERED IN A NEW ERA OF FREE TO PLAY WITH…A LITTLE HELP FROM DAD.

The birds. The bees. And now, Blizzard. When the creators of StarCraft II came to Armed Mind with the news that SCII was relaunching as ‘free to play,’ we understood the seminal game would never be the same.
 
Like any other “Coming of Age” conversation, our ad campaign addressed it head-on. And a wee bit awkwardly.

After 7+ years, StarCraft II decided to change to a free-to-play model. But in a crowded eSports marketplace, that kind of evolution faced a few unique challenges:

  • 1) With franchise roots that reach back to 1998, our campaign had to address brand fatigue — and confusion — head-on.
  • 2) F2P controversies plague the space, demanding a no-gimmick angle that would reinforce wins won’t be bought, and skills won’t be paid for.
  • 3) SCII’s relaunch came with no new content, complicating efforts to drive buzz and chatter.

A simple new price-point demanded a simple message that would not only celebrate the prestige of StarCraft’s name and status as an eSports founding father, but generate fresh waves of brand awareness and chatter.

So a chat is right where we started. With the brand ‘coming of age,’ we sat fans of two generations down on the couch for a little (awkward) heart-to-heart.

Through one father’s conversation with his son—and a few expert applications of a glue gun—we (re)connected with fans worldwide, triggered an avalanche of media coverage, and revitalized the brand’s face with more than just a well-groomed beard, but bona fide buzz.

StarCraft II “Free to Play” Ad Campaign
Client
Blizzard
Project
StarCraft II “Free to Play” Ad Campaign
What We Did
  • Concept and Scripting
  • Location + Talent Scouting
  • Live Action Shoot
  • Post Production
  • Localization

CREATING BUZZ AND CHATTER BEYOND THE CORE

Beyond the media plan, our “Coming of Age” campaign generated chatter and earned press amongst mass outlets like Forbes, Mashable and more industry-centric outlets like PC Gamer.

Results
  • 2MM+ Organic Video Views and counting
  • 70k+ Likes, Shares and Engagements
  • REDDIT HOMEPAGE FEATURE thanks to fan engagement
  • EXTENSIVE EARNED REACH from many mass and endemic outlets
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