BLIZZARD + RALPH
WORLD OF WARCRAFT: MIDNIGHT
WE HELPED WARCRAFT RAID THE INTERNET.
The challenge: make World of Warcraft a cultural moment on social to promote their latest expansion, Midnight. We worked with 40+ creators across home, fashion, food, fantasy, and gaming spaces with 114M+ reach to develop bespoke #WoWCore content—all of which organically positioned the brand as a cool fantasy subculture, and earned a new audience for the game. DATA PROJECTION CREATIVE PRODUCTION
The Approach
To promote the Midnight expansion and its new Housing feature, we partnered with over 40 creators to develop #WoWCore content custom to their niche and content types. We tapped into spaces across home decor, food, fashion, cosplay, cozy gaming, fantasy, and lifestyle, infiltrating the internet where creators naturally show up—attracting a new, broader audience into Warcraft.
The Results
170+ TOTAL SOCIAL POSTS 114M+ TOTAL REACH 37M+ TOTAL VIEWS 1.4M+ TOTAL ENGAGEMENTS