With a keen eye on Twitter trends, the Overwatch team saw a split-second opportunity to harness the "one-word" tweet trend that ran wild in early September.
Drawing on our deep understanding of Overwatch culture and our brand's broader reputation, we produced an extremely on-point tweet that resonated with Twitter audiences. Adhering to our character-driven strategy, we gave players both a reflection of their own passions and community memes.
With more than 1.5 million impressions and a 2% engagement rate, "Genji" is one of Twitter's highest engagement-per-character tweets to date. Short, sweet, and character-focused. Just the way we like it.