#WarcraftStory - World of Warcraft

Activision/Blizzard approached us with an ask we often hear from clients - “We want to replicate an idea you did for another brand”, the brand, in this case, being Call of Duty #WarzoneReport, and using the TwitterxActivision APIs to get a real-time stats to report on your gameplay by sending a Tweet.

Rather than taking the ask at face value, the team challenged themselves to think bigger and asked: What compels Warcraft players to Tweet, and what could we uniquely provide them that would make them Tweet more?
We discovered that Warcraft gamers don’t Tweet like other gamers. They don’t talk about their accomplishments or stats, they talk about their character’s story - a story that’s often even older than Twitter itself. In fact, we found that 350k users have Tweeted at least 3x per year about Warcraft since Twitter launched, with the biggest drivers of their conversation being about the history of their character’s story.

For the first time ever, World of Warcraft players could get their entire #Warcraftstory - the complete, 1-of-1 history of their character just by sending a Tweet. Hours after launching, #WarcraftStory trended #1 in both the US & Canada for days.