In 2016, Overwatch cut through the haze of cynical military shooters and reductive deathmatch with a vibrant, collaborative cast of characters. Millions flocked to a world that stood for optimism, bravery, teamwork, and a brighter tomorrow.
In 2022, Overwatch 2 needed to recapture this magic while introducing a worldwide audience to a new, free-to-play offering. Returning them to a place where teamwork is king, optimism rules the day, and your favorite heroes are waiting.
To capture the imagination of Overwatch and free-to-play players, we focused on the title's most enduring and far-reaching appeal: Characters.
By placing an emphasis on collaboration and teamwork with characters at the center, we developed a campaign that deeply resonated with our target audiences across the social networks they call home.
Knowing our target audience's preferences and behavior, we wrapped our campaign around an entirely new TikTok presence while supporting pre-existing Instagram, Twitter, and YouTube content.
Both in the lead-up to launch and through continuing season-over-season support, our effort is to reposition Overwatch as a living place where players can come together to live their heroic dreams.
With 102+ million views across TikTok, YouTube, and Instagram since launch, Overwatch 2 broke day-one player records for Blizzard, surpassing targets and delighting audiences worldwide. The focal point of our social presence, Overwatch TikTok, has become a beacon of positivity, engagement, and inspiration for our community.