World of Warcraft
Activating lapsed gamers to GET BACK IN THE FIGHT one more time in World of Warcraft: The War Within.
Client
- strategy
- live action
Project Overview
The Brief
It's the 20th anniversary of World of Warcraft, and that means the loyal soldiers who made it the most successful MMORPG of all-time have wandered a long way from the shores of Azeroth.
With the return of legendary game designer Chris Metzen, it's time to bring players back for one more epic battle. Who will answer the call?
WoW "Drops Ins" Approach
Life gets busy, and sometimes we forget who we once were.
With 170 million+ players worldwide, World of Warcraft is, bar none, the most expansive MMORPG in gaming history. And with it's nearly 20 year anniversary around the corner, we knew many of those players grew up, adult responsibilities having replaced late night raids and epic boss fights. The approach was simple: speak to lapsed players, calling them to immediate action in service of the defense of Azeroth once more. Six campaign launch spots break up the everyday when old friends drop in with a critical message — awakening our heroes as they embrace the call back to WoW, picking up those legendary weapons and charging back into the fray once again.
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