Partnering with creative agency 72andSunny Los Angeles, the social campaign celebrates the fellowship and connection the game creates around the world
To launch the new World of Warcraft expansion, 'Shadowlands', Blizzard Entertainment created 'Sound the Horn', a social-first campaign with 14 North American and International celebrities. Partnering with creative agency 72andSunny Los Angeles, the campaign celebrates the fellowship and connection the game creates around the world.
The fourteen new social films tie each celebrity together with a 'fellowship chain' using the hashtag #soundthehorn and specific tags in the film itself.
Blizzard worked with Mythic Quest creator and director Rob McElhenney to shoot the 14 celebrities, who were authentic fans of the WOW franchise, over six days of remote production in seven countries around the globe. Most films were directed entirely over Zoom and we built creative scenes around locations convenient to each celeb, places like their kitchen, apartment, living room, hotel or office were all just a couple examples.
To help fans participate and 'Sound the Horn' themselves, Blizzard is giving the WoW community an Instagram lens, filters for Twitch streaming and emojis on Discord.
“Our intent with this campaign is to celebrate the connections that World of Warcraft helps provide to gamers globally. The ‘horn of gathering’ that is featured in the campaign is a really creative platform that we created to signal that it’s time to re-form those connections, and invite gamers that haven’t played WOW into our franchise,” said Matt Small, VP of consumer marketing, Blizzard Entertainment.
“We’re proud of what our Blizzard team and 72andSunny accomplished with ‘Epic Invitations’. It’s a very ambitious campaign. We partnered with a great group of personalities with global appeal to inspire these WOW-themed invitations to gamers. And, the lenses and emojis are really fun extensions to this campaign that allow the gaming community an opportunity to participate and share with others,” added Todd Harvey, SVP of consumer marketing, Blizzard Entertainment.
'Sound the Horn' is now live and includes a longform film that will be live in the US as well as 17 different international markets throughout the month of December.